Full text of "Sponsor"
NATIONAL BROADCASTING COMPANY, INC
GENERAL LIBRARY
JO ROCKEFELLFR PLAZA, NFW YORK, N. Y
Digitized by the Internet Archive
in 2013
http://archive.org/details/sponsor54sponno2
zine radio and tvl advertisers use
50< per copy* *8 per year
Oth
FALL
FACTS
MAJOR ARTICLES
Key fall trends 35
All-Media summary 38
Wildroot's approach 42
10 top case histories 45
TV FEATURES
SPOT SECTION 73
NETWORK SECTION 117
TV BASICS 159
FILM BASICS 183
The customers' choice !
People's tastes vary so widely that radio
manufacturers offer more than 200 different
models and colors. No matter what their taste
in radios. Southern Californians agree on
ia marked preference for radio. And buy more
than 266,000 radio sets a year-70% more
than tv. ( They use them, too. Westerners
meat.
spend an average of 17.394 more time with
their radios than the national average.)
One other point Southern Californians agree
on. Having free choice of radio stations to
listen to, they listen more to KNX—day and
night, month after month, year after
year— tliati to any other station.
LOS ANGELES • 50,000 WATTS JVfN J\.
Represented by CBS RADIO SPOT SALES
RADIO FEATURES
SPOT SECTION
RADIO BASICS
NETWORK SECTION
195
229
25 1
CONVENIENT IN
to all subjects covered
appears at front of book 8
GENERAL BAKING COMPANY do
ES A COMPLETE JOB
SO DO HAVENS AND MARTIN, Inc. STATIONS . . .
WMBG
WCOD
WTVR
Maximum power —
100,000 watts at Maximum Height-
1049 feet
For nearly half a century, the bakers of BOND BREAD
have grown steadily in a most competitive field.
The word "quality" has been a keystone in that
success . . . quality of product ... of selling . . .
of service . . . and of advertising.
In broadcasting, quality in every respect adds up to a
complete job, too. Top quality programming and
public service over the Havens and Martin, Inc.,
stations in Richmond deliver sales results throughout
the rich areas of Virginia. Join the other advertisers
using WMBC, WCOD and WTVR, the First
Stations of Virginia.
WMBG am WCOD m WTVt
FIRST STATIONS OF VIRGINIA
Havens & Martin Inc. Stations are the only
complete broadcasting institution in Richmond.
Pioneer NBC outlets for Virginia's first market.
WTVR represented nationally by Blair TV, Inc.
WMBC represented nationally by The Boiling Co.
Fall Facts issue
hits new records
CM replaces P&C
as top spender
5 network execs
cite fall trends
ABC Radio offer:
4 hours weekly
Tv radio" set
to debut soon
All-Media book
to be out soon
Firm
Total Radio
1.
Gen. Motors
$61.8
$2.5
$7.8
2.
P&G
44.0
14.3
14.7
3.
Colgate
33.7
5.6
11.1
4.
Gen. Foods
29.9
6.7
6.4
5.
Ford
29.3
0.2
4.3
SPONSOR'S 8th annual "Fall Facts" issue breaks some records: It's
first to hit 268 pages, first to inclu de Film Basics (as companion to
popular Radio Basics, Tv Basics), first to chart complete data on each
of 6 major rating services and many others. For full scope of this
fact-filled issue, see index page 8. For summary of hot trends, see
lead article page 35.
-SR-
Here are 10 top advertisers, according to PIB and Bureau of Adver-
tising figures (newspaper sections included only once):
Net Net Net Net
Tv Firm Total Radio Tv
6. Chrysler $27.3 $0.9 $3.0
7. Reynolds 18.8 3.2 9.0
8. Gen. Elect. 18.5 1.5 4.6
9. Am. Tobacco 18.3 2.4 7.2
10. Gen. Mills 16.0 4.6 5.5
Note: Above covers newspapers, magazines and gross network radio and
tv time only (no spot or talent charges. All fi gures in millions.
-SR-
Five network execs discuss fall trends in radio, tv advertising in
"Sponsor Asks" starting page 56. They are: Bob Kintner, ABC; Adrian
Murphy, CBS Radio; Ted Bergmann, Du Mont; Tom 0'Neil, Mutual; Pat
Weaver, NBC. FC&B's Arthur Pardoll, Biow's Dr. Larry Deckinger and
Katz Agency's Dan Denenholz also contribute.
-SR-
Leo Burnett's Art Porter told SPONSOR he doesn't think forthcoming
NBC, CBS Radio nighttime "rate" cuts will exceed 10% saving to spon-
sors, won't stimulate interest in nighttime. But others disagree.
Ollie Treyz, ABC Radio director, intrigued large agency with pitch
for solid hour 4 nights across board on ABC for about $50,000 weekly
time and talent (stars). Treyz' reasoning: "Too many advertisers
have been using a thimble when they should have been using a bucket."
-SR-
"Tv radio" nearer than you think. Firm ready to bring fm-am set out
soon which will receive sound on all tv channels, no picture of
course, plus regular am stations. This will enable harried housewife
to follow favorite tv program around house, also permit beach, car
listening. See editorial page 268.
-SR-
SPONSOR's 26-article All-Media Evaluation Study now being reprinted.
Copies available in August at $4 e a ch . For summary of 26 articles
and more details of book, see article page 38.
SPONSOR, Volume 8. No. 14. 12 July 1954. Published biwwkl? by SPONSOR Publics ions In . at 3110 Elm Ave.. Baltimore. Md. Executive. Editorial, Advertising. Cir-
culation Offices 40 E. 49th St.. New York 17. $8 a year in V. S. $9 elsewhere. Entered as second class matter 39 January 1949 at Baltimore. Md. postofflce under Act of 3 March 1879
Id POICI TO SPONSORS lor 12 Julv I !».-» I
Men behind TvAB
merger plans
Summer Hour
under $25,000
Wildroot allots
1 3 to spot radio
U.S. has
380 tv stations
92% of homes
listen to radio
Canadian section
out 23 August
Credit NARTB President Hal Fellows, Dick Moore of KTTV, Los Angeles,
W. D. (Dub) Rogers Jr. of KDUB-TV, Lubbock, Tex., for saving adver-
tisers new headache: 2 Television Advertising Bureaus. Dick Moore's
TvAB, which barred networks, is merging with NARTB' s bureau. All-
industry committee meeting in Washington 22 July t o make plans.
Networks will be represented.
-SR-
"Colgate Summer Hour," featuring new talent, reports 3 acts being
solicited for separate shows of their own. Program over NBC TV costs
under $25,000, not $70,000 as reported previous issue. Ted Bates,
Bryan Houston are agencies.
-SR-
J. Ward Maurer, Wildroot 's ad director, not only firm believer in 100
ad budgets (one for each market) but also mathematical wizard as
well. For how he totted up how much he might have lost had he bet 10c
a hole doubled at golf — and lost each hole — see Wildroot story page
4 2 . F irm's spending 1/3 of 55 million-plus budget on spot rad io.
-SR-
U.S. tv stations on air, including Honolulu and Alaska, hit 380 as of
mid-July. Uhf stations continue to go off air. KNUZ-TV, Houston,
uhf ch. 39, went off 25 June, hopes to return if solution to uhf
problems is found. WKJF, Pittsburgh, Pa., ch. 53, has suspended
operations till outcome of Senate committee uhf hearings. Uhf sta-
tion coming on air recently is WMSL, Decatur, Ala., ch. 23. Three
vhf's recently on or about to go on are: WISH-TV, ch. 8, Indianapolis;
KGV0-TV, ch. 13, Missoula, Mont. ; KGE0-TV, ch. 5, Enid, Okla.
-SR-
Radio's vigor never better demonstrated than in recent Nielsen report
showing close to 43 million homes or 92% of all U.S. radio homes
listened to their sets in typical week (March 7-13). Average listen-
ing per home came to 20 3 4 hours per week. Report also showed evening
tv program audiences averaging VA million more homes than last year.
-SR-
SPONSOR's 4th annual Canadian section, scheduled for 9 August, has
been postponed until 23 August issue. It will cover growth of radio,
tv, list all stations, detail advertising case histories.
iVeiv notional spot radio and tv business
SPONSOR
PRODUCT
AGENCY
STATIONS-MARKET
CAMPAIGN, start, duration
Chcscbrough Mfg Co,
NY
Duffy-Mott Co, NY
Monarch Wine Corp,
Atlanta
National Biscuit Co,
NY
NjuiMtuck Chemical
Div of US Rubber,
Naugatuck. Conn
Pharma-Craft Co, NY
Pharma-Craft Co. NY
Vaseline brands
Clapp's Baby Foods
Hebrew National
All prods
Ar.'mitc, Phygon,
MH-30.40
Ting
Ting
McCann-Erickson, NY
Y&R, NY
Rockmorc Agency, NY
McCann-Erickson, NY
Fletcher D Richards.
NY
McCann-Erickson, NY
McCann-Erickson, NY
47 non-tv mkts
22 mkts in Eastern, East Cen-
tral states
10 Eastern mkts
10-12 mkts throughout coun-
try 'additions to current
tclicd)
20 Southern, Southwestern mkts
'keyed to ti of crop growth)
17 mkts throughout country
New Orleans. Dayton. Dallas
Radio: min anncts: 5 Jul; 26 wks
Radio: dayti min. partic: 21 jun. 28 |un.
8 Jul; 8 wks
Radio: dayti, nightti min anncts beg Sep:
13 wks
Tv: 2 nightti 20-sec anncts a wk; early
Jul: 52 wks
Radio: early-morn min anncts in farm
progs: 2 Jul- 1 3 Aug; 4-6 wks
Radio: early-morn, nightti stn-brks: 5
Jul : 8 wks
Tv: nightti. preceding baseball 20-sec
anncts, 5 Jul : 13 wks
SPONSOR
One of America's
Pioneer Radio and
Television Stations
GOOD PL
TO BUY
Since
1922
WGAL • 33rd year
WGAL-FM- 7th year
WGAL-TV- 6th year
Lancaster, Penna.
Steinman Station
Clair McCollough, President
Represented by
316,000 WATTS
MEEKER
New York
Los Angeles
Chicago
San Francisco
12 JULY 1954
the magazine radio and tv
idvertisers use
Volume 8 Number I
12 July 1954
II!
ARTICLES
DEPARTMENTS
\\ hut ore the hot radio and tv trends this lull?
A quick look at the major trends in the field culled from the four main sections
which comprise SPONSOR'S annual Fall Facts issue »>«*
Highlights of (fie Iff- Myelin stutlg
Here is a summary, in capsule form, of each of the 26 articles in SPONSOR'S
just-completed media study. Study will be available in book form by August »*o
Why Wildroot has 100 atl budgets
Wildroot breaks the U.S. into 100 natural product distribution areas, plans each
market's budget separately. Firm believes this approach avoids waste in spend-
ing. Firm spends $1.1 million for spot radio •»<•
10 fop ease histories
From among the many radio-tv success stones w^ich SPONSOR published last
year, here are 10 ovtstandinq ones, updated and condensed. These chronicles
of resultful techniques used by other advertisers may spark ideas for you ~*5
FALL FACT*.: 1054 (See complete index page S)
Spot tv report: Availabilities, rates, tv commercials and syndicated films,
costs, color status at stations, set counts are among topics covered 73
\ettVork tv report: Up-to-date buying guide covers availabilities on the
networks, clearance problems, franchises, program and time costs, uhf, color 117
Tl" Basic*: Latest data in chart form profiling the tv medium today, from
growth and penetration to programing and audience composition 159
Him Kaslvs: Facts and figures on the film side of tv; explores status of film
locally and network, syndication, audience potential of reruns /«>.'»
.S'po* radio report: Goes into sales trends, availabilities, rates, transcrip-
tions, special-audience programing, the "hi-fi" boom, other pertinent topics 195
Radio ttttsU's: Dimensions of radio today in easy-to-read chart form; a
comprehensive guide to both in-home and out-of-home listening 229
\ettvorli r«diO report: An examination of network rates, new develop-
ments in programing, important advertising buys, latest research 25 I
COMING
Ire lOI a Ira id?
More than a dozen advertising agency executives give their reactions to SPON-
SOR s media study findings about the psychology of fear on the part of adman 2(i •' If f 1/
Kotisseries on the air
How tv helped the rotisserie manufacturers convert their product in the house-
wife's mind from a luxury to a necessity they cannot do without 2fi •/ It/if
TIMEBUYERS
49TH & MADISON
AGENCY AD LIBS
P. S.
NEW & RENEW
MR. SPONSOR, Henry A. Morkus J(
TOP 20 TV FILMS
TV RESULTS
SPONSOR ASKS
ROUND-UP
AGENCY PROFILE, Stanley A. Loma .'
NEWSMAKERS
TV COMPARAGRAPH
RADIO COMPARAGRAPH
SPONSOR SPEAKS
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper
Editorial Director: Ray Lapica
Mrtnaqing Editor: M<le< David
Senior Editors: Charles Sinclair, Alf'f
Department Editor: Lila Lederman
Assistant Editors: Evelyn Konrad. Joe"
Marks, Keith Trantow
Contributing Editor: Bob Foreman
Editorial Assistant: Karolyn Rlc
Art Director: Donald H. Duffy
Photographer: Lester Co'e
Vice President and Advertising Dire
ert P. Mendelson
Advertising Department: Edwin D. C
(Western Manager), Homer C
west Manager), John A. Kovchok [P
Manager), Ted Pyrch, Ed Higginj
Vice President-Business Mgr.: it
Circulation Department: tve'vn Satj I
scription Manager), Emily Cutillo, Morto-
Kahn, Kathleen Murphy
Secretary to Publisher: Augusta Shadow
Office Manager: Olive Sherban
Publlahe.1 bli.ftKIr by SPONSOR PUBLICATI*—
combined with TV. Eieruiivt. Editorial. CtreaaldJ
Advertlalng Offlcei: 49th A Madlaoo <«♦ S
New York 17. N. T Telephone Mlrraj
Chicago Offlc-i: 161 E. Grand Are Ph "~ M
7-9863 Dallai Offlce: Inlerurban BulU'lnf. 1M»
■it Phone: Randolph 7381 Weil Coait Offlf*-*
let Bouletard. Lo» Angelei. Telephone: Holl»»«J*
Printing Office: 3110 Elm Are . Baltimore 11. III.
•rrlptlons I'nlted Statei »S a rev. Canada —
19 Single roplea 50c. Printed In V 8. A. -
rorretponilenre to 40 E 49th 8t New Tor t 1'^
Ml'rraj Hill 8-2772. Copyright 1954. IP0IOM
LICATIONS INC
£.1*5 ggfeU ARKANS***'
-AND SO DOES MARVIN VINES
OUR FARM-SERVICE DIRECTOR .'
Some farm-service radio directors try to run a farm de-
partment, sitting at their desks.
Not so at KTHS. Marvin Vines, our Farm-Service Direc-
tor, is out, covering the State, almost as much as he's in
the studio !
In the last twelve months, for example, Marvin Vines has:
Traveled over 30,000 "business miles", all with-
in Arkansas.
Attended 168 meetings, with a total attendance
of 19,000 persons.
Conducted personal interviews on 127 farms.
Appeared as a speaker, panelist or moderator
on 97 different farm programs.
Discussed farm problems with 1429 persons on
his daily and weekly broadcasts.
ALL THIS, plus broadcasting Id farm programs
per week, on KTIfS!
iike Marvin Vines, many of our KT1IS department heads,
ntertainers, and other ''names" get out and cover the
>tate, regularly. The result — greater listt wing to KTHS—
j Ireater values for vou advertisers.
!0,OOO Wafts . . . CBS Radio
Represented .by Tbe Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. 6. Robertson, General Manager
KTHS
»
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
<7,
WINKLING Wl
:-/-a/-<s /
s
FUNNY SUNNY FAf
EVERY PROGRAM A HALF-HOUR
OF SIDE-SPLITTING FAMILY
SITUATION COMEDY
orce!
\\
LAVISHLY STAGED!
SPARKLING SCRIPTS!
SKILLFULLY DIRECTED
BASED ON CHARA
Mr. Archer: John Eldridge Mrs. Archer: Mary Brian- Dexfer: Bot
>?$o?2c*-.^ C .S i ~
UGH AFTER LAUGH!
ATION COMEDY
HELLO,
I'M CORLISS..
MILLIONS HAVE
APPLAUDED ME ON RADIO,
STAGE, IN MOVIES, BOOKS
AND MA6AZ/NES! NOW
I'M READY TO
SELL FOR YOU
on TV!
^
*
rite famil
Y F. HUGH HERBERT
/
^
+~s
/
-
Starring
ANN BAKER
Pert, Pretty, Perfect
for the
—13J
1529 MADISON ROAD, CINCINNATI, OHIO
NEW YORK U/li i'»u/Ann
9<fo
(3
*&S
^GhJ^L
'Nq
8
//
By
TH£
got
SVfo
£/Vt
T '°Ks.
COMPLETE INDEX OF FALL FACTS ISSUE SUBJECTS
SPOT l\ REPORT
7» NETWORK RAOIO III i*OHI 251
( hart of stations equipped for color 7/
1 1 (lilabilities for timebnyers 74
I'v set COUtU 70
TvAB 7«
Business outlook HO
Hate outlook HO
Color in spot tv H2
Film commercials HO
S i(> contract** effect on spot tv l ).'i
Syndicated tv films 94
Subscription tv 100
Farm tv 102
NETWORK TV REPORT .starts page 117
i 1 (lilabilities for timebuyers 1 18
Color tv set aronth chart 120
(hart of uhf conversion 120
Problem markets for clearance 122
( osts for fall 124
Status of uhf ///
V umber of color sets by fall / 10
M umber of color markets by fall 1 IH
Color programing on networks by fall... 150
Color costs 130
Time franchises 7/52
Tv unions 1 ■~>2
SPOT RADIO REPORT starts 195
Availabilities for timebuyers
\en buying yardsticks
General outlook for fall
Program services ...
U.S. farm market
iical music
Folk music
After-midnight shows
i-language programing
Fm radio
'Hi-fi'
8
100
200
200
21 I
21 H
220
220
221
221
22.i
22.i
Radio rates for fall
Kate change effect on network busines
Guide to net radio rate cards 25 I
Fall programing news 256
Programing format changes 256
Spttt carriers J.~iH
Cost of participations, segments 258
Radio research pndtlems 260
Out-of-home listening measurement 200
\en research data 200
Setwork radio advertisers 202
i Jit II. 1 Sit 'S
TV BASICS
/. Dimensions of tv's audience
II. Television viewing habits
III. Cost of televisitm advertising
IV. Television's billings
* * *
ITEM BASICS
/. Extent film is used in television
II. Reruns of film prttgrams
III. ivailability of time for film
IV. Tips on buying film
RAOIO RASICS
-tart.- |>.t_. 22H
/. Dimensions of radio's audience
II. Radio listening habits
III. < ost of radio advertising
l\ . Radio's billings
SPONSOR
All these clients on television and/or
radio are expected back in the sponsors'
booth this fall. Many of them, in fact,
continue broadcasts right through the summer.
American Radiator and
Standard Sanitary Corp.
American Safety Razor Corporation
The American Tobacco Co., Inc.
Armstrong Cork Company
Barcalo Manufacturing Co.
Boston Five Cents Savings Bank
Burnham & Morrill Company
The California Oil Company
Campbell Soup Company
Consolidated Edison Co.
Cream of Wheat Corporation
Crosley Div. of
AVCO Manufacturing Corp.
Curtis Publishing Co.
De Soto Div., Chrysler Corporation
Detroit-Michigan Stove Co.
Doughboy Industries, Inc.
E. I. du Pont de Nemours
& Co. (Inc.)
Easy Washing Machine Co.
Ethyl Corporation
Farmers & Mechanics Savings Bank
Fedders-Quigan Corp.
The First National Bank of Boston
Fort Pitt Brewing Company
E. & J. Gallo Winery
Gemex Company
General Baking Company
General Electric Co.
General Mills, Inc.
General Time Corporation
The B. F. Goodrich Company
Hamilton Watch Company
Geo. A. Hormel & Co.
International Minerals
& Chemical Corporation
The Iron Mining Industry
of Minnesota
Lever Brothers Company
Libby, McNeill & Libby
Maine Sardine Industry
The Marine Trust Company
of Western N. Y.
Minnesota Mining
& Manufacturing Company
M • J • B Company
The Murine Co., Inc.
The National City Bank of N. Y.
National Gypsum Company
Nehi Corporation
Thomas Nelson & Sons
New York State Dept. of Commerce
New York Telephone Company
Niagara Mohawk Power Corp.
Northrup King & Co.
Northwestern Bell
Telephone Company
Oneida Ltd.
The Pacific Telephone
and Telegraph Co.
Penick & Ford, Ltd., Inc.
Pfeiffer's Products Co.
Polaroid Corporation
Reader's Digest Ass'n, Inc.
Rexall Drug Company
Savings Bank Association
of Massachusetts
The F. & M. Schaefer Brewing Co., Inc
Jacob Schmidt Brewing Co.
Scudder Food Products, Inc.
Sea Breeze Laboratories, Inc.
Shreve, Crump & Low Co.
The Southern New England
Telephone Co.
Standard Oil Co. of Calif.
R. H. Stearns Company
Timken Roller Bearing Co.
Trans World Airlines, Inc.
Treesweet Products Co.
United Fruit Company
United States Steel Corp.
Vick Chemical Company
Vitamin Corporation of America
Western Condensing Co.
White Sewing Machine Corp.
Wildroot Company, Inc.
J. R. Wood & Sons, Inc.
Wynn Oil Company
Zenith Radio Corp.
BBDO
BATTEN, BARTON, DURSTINE & OSBORN, INC.
Advertising
NEW YORK • BOSTON
BUFFALO
.
CHICAGO •
CLEVELAND •
PITTSBURGH
MINNEAPOLIS
SAN FRANCISCO
HOLLYWOOD
•
LOS ANGELES
DETROIT •
DALLAS
ATLANTA
12 JULY 1954
C
WANT
BIG
RESULTS
in
Los Angeles
use
BIG
The proof
"RADIO
. . KBIC wins TWO
GETS RESULTS"
awards of
Broadcast Advertising
Bureau, Inc.
In this year's national annual BAB
competition, KBIG was the only sta-
tion in the greater Los Angeles area
to win, place or show.
Von's Grocery Co. won Second Place
in the Food and Grocery Classification
for "Homemakers' Edition of the
News."
J. B. Finch Company won Third Place
in the Home Furnishings Classification
for its saturation spot campaigns.
These national awards honor the sales
effectiveness of KBIG for two charter
sponsors whose distribution is confined
to Los Angeles County. KBIG's 10,000
watt "salt-water-coverage" on the 740
kc channel makes it even more result-
ful for advertisers who want oil South-
ern California.
10,000 WATTS
AT740
KBIG
STUDIOS IN AVALON
AND HOLLYWOOD
GIANT
ECONOMY
PACKAGE OF
SOUTHERN
CALIFORNIA
RADIO
The Catalina Station
John Poole Broadcasting Co.
KBID-TV • KBIF • KBIG
6540 Sunset Blvd., Hollywood 28, Calif.
HOIIywood 3-3205
Nat. Rep. Robert Meeker Asso., Inc.
Phil BrtiHvh. Ruthrauff & R\an, ffeu York,
says that .">:.';() to 7:00 pjn. is the most undersold
period in radio. "Often an advertiser can reach
muity men for less dollars during that period
than in early-morning radio." J'hii told sponsor.
"Beyond that, it's the transition period when men
are driving home and are susceptible to impulse
buying. Urine it's a good lime tor soft drink,
beer or other refreshment buys, not to mention the
usual produi Is sold along roadsides like gasoline,
eigareltes or. actually, any male-appeal product."
.Viiid If inn. Schddeler, Beck & Werner, \ n<
York, says that the increased radio set sales alone
are proof of radio's continued growth. "Tv costs are
still out ol range lor many small advertisers"
Nina explains. "Radio's low cost-per-lj00O, on the
other hand, makes it a medium one can't afford to
overlook. The main firoblem is with the radio
industry itself, which lends to undersell itself.
Rate cutting, lor one thing, is doing more harm
than good, giting the medium a 'bargain-basement'
atmosphere. We've found daytime radio unbeatable."
Koger Bumstvatl, media director, David J.
Mahoney. New York, feds that more constructive
selling on the part of reps and station men would
help timebuyers in their work. "Many salesmen
could give the media people a lot more information
about their stations and their markets," Roger told
SPONSOR. " llso. it would help them and the agents-
men it these salesmen were better informed about
the products lor which they prepare availability
lists. A lot of time can be wasted if a rep can't
correlate an advertiser's needs to his station."
II iff imii I*. Vvllvnz.. McCann-Erickson, Sen
)nr/.. says that one oj his most timet unstinting
problems is getting information on special-group
radio, especially NegTO and foreign language. "In
order to convince clients of a special group's value to
them, a great man\ specific facts are needed, like size
and characteristics of a station's special audience."
Hill explains. He suggests that it would be helpful
lor timebuyers to hate a central source of informa-
tion on special groups, perhaps one rep to handle
one spet ial group program tarried on all stations.
10
SPONSOR
ALFRED G. WAACK
Director of Advertising
Household Finance Corporation
Our business in the greater Roches-
ter market is better than ever be-
fore in our history. A great deal of
thanks is due to the effective sell-
ing of our service by radio station
WHAM."
LEI
WHAM
RADIO SELL FOR YOU
The STROMBERG-CARLSON Station, Rochester, N. Y. Basic NBC • 50,000 watts • clear channel • 1180 kc
GEORGE P. HOLLINGBERY COMPANY, National Representative
12 JULY 1954
11
'I
for the
best in
HISTEM-
APPEAL"
it's
SOUTHERN
CALIFORNIA
KGER
5,000 WATTS
Los Angeles * Long Beach
for
y» inspirational
programs
KOME
5,000 WATTS
OKLAHOMA
Tulsa
for
your musical
Jfi moods
KUOA
5,000 WATTS
Siloam Springs
for
it regional
farm features
The Stations of the American Home
Owned and Operated by
BROWN SCHOOLS, inc.
John E. Brown, Sf., Pres.
You can get choice program or spot
availabilities in these three great market
areas. Buy all three stations as a package,
or any one individually. Call or write today.
Represented nationally by Gill-Perna Inc.
I\
ttlll
MADISON
sponsor invite$ letters to the editor.
Address 40 K. 49 St., New York 17.
HUCKSTERS
We liked the hucksters article bv
Miles I)a\id very much ["Hucksters:
what you can do about them," 31 Ma\
L954, page 27]. It shows what can
be done about the hucksters in adver-
tising and how to do it. sponsor is
to be congratulated for its leader-hip
in encouraging the advertising fra-
ternity to make more and better use
of the facilities available for effecting
improvement from within.
I sincerely hope that as a matter of
policy you will continue to discuss
abuses in advertising and how to solve
them through self-regulation. We will
he vcrv happy to cooperate with you
in such continuing efforts to promote
the integritv of advertising.
Kenneth B. Willson
President
National Better Business Bureau
New York
PRODUCT ISN'T STOCKED
The people of kittery appeal to you
as the guide of the great tv and radio
industries:
Hundreds here have a habit of lis-
tening lo Our Miss Brooks, sponsored
h\ Colgate. It is a swell program!
But — when these hundreds go to local
stores to ask for "Guardol"' (spelling
not guaranteed — it is not spelled out
in the commercial i the stores do not
have it.
M\ own experience as one wishing
to preserve the steak-biters I have left,
is that two groceries and the local
drug -ion' can provide me with noth-
ing except "Guardol's" chief competi-
tor. It's anti-enzyme. So we take that
ami feel hurt at all that air advertising
dough going to waste.
This same situation exists for some
other products bul we have no definite
evidence <>n them.
\\ hat i- the sense "I spending money
to create a desire to buj something
\ mi can't gel easily ?
Hut. at the least, \iiss Brooks makes
ii- a very < lose and deep friend of
Colgate. How many other firms are
creating friends?
Horai i Mitchell
Publisher
The Kitter) Press
Kittery. \l<\
MEDIA BOOK
We have read an article in the May
'< Lbs ue of sponsor headlined, "HI.
Psychology of media: whv admen buy
what thev do" [page '> 1 . We under-
stand there were two arti< •!<•- which
preceded this article. If so, wed ap-
preciate receiving the previous two.
With vour permission we would like
to reproduce the article referred to
above. This reproduction may take
the form of a mailing piece. Obvi-
ou-lv. SPONSOR will be given full credit
when and if permission is granted us.
Michael Skmbrat
Manager Advertising & Prom.
Putman Publishing Co.
(,/iieago
• Material published in SHON-oK mar be re-
printed pro* i<lo<l |M»I HllaoIlM i* rcque-lrd in writ*
ins and credit U given. Thi- article i- part of
the Ml-Medli Serlea.
Please reserve a copv of sponsor's
All-Media Study for WITH.
^ our series is something that ad-
vertising people have needed for a
long time.
|)M K SoMMKKVILl.K
Program Director
WTTH and WTTH-FM
Port Huron. Mich.
I would like to have reserved for
me a copy of the volume to be pub-
lished containing the Mi-Media Eval-
uation Stud] originally published in
vour magazine.
T. J. McDkrmott
\ . // . i\er & Son
A ew ) ork
We would like to place our reserva-
tion for one copv of vour book, All-
Media Evaluation Series. We have
read the articles with a great deal of
interest and we arc delighted to know
that you arc putting them into book
form.
C. C. Fi i.i.kr
/ ivc President
Tuckei 11 <n ne A Co.
Atlanta
12
SPONSOR
f0U jDW THAT MAN!
.to BIGGER AUDIENCES
...to MORE CUSTOMERS
RALPH BELLAMY
... a great star bringing realistic, action packed
adventures that every member of the family will enjoy!
Now, 82 half hour films available
• Made expressly for TV
* Ready for 1st or 2nd run sponsorship in leading markets
Now-Complete Service for All of Canada: MCA (CANADA) LTD.
TORONTO, ONTARIO, CANADA: 111 Richmond Street
NEW YORK: 598 Madison Avenue, PLaza 9-7500
BEVERLY HILLS:
9370 Santa Monica Blvd., CRestview 6-2001 or BRadshaw 2-3211
ATLANTA: 515 Glenn Building, Lamar 6750
BOSTON: 45 Newbury Street, COpley 7-5830
CHICAGO: 430 North Michigan Avenue, DEIaware 7-1100
CLEVELAND: 1172 Union Commerce Bldg., CHerry 1-6010
CINCINNATI: 3790 Gardner Avenue, SYcamore 9149
DALLAS: 2102 North Akard Street, Prospect 7536
DETROIT: 837 Book Tower, WOodward 2-2640
SAN FRANCISCO: 105 Montgomery Street, EXbrook 2-8922
SEATTLE: 715 10th North, Minor 5534
ROANOKE: 3110 Yardley Drive, NW, ROanoke 2-4857
NEW ORLEANS: 5405 South Prieur, UNiversity 5104
mn us for
Another Channel 10 First, starting July 19th!
CHANNEL 10
PROVIDENCE, RHODE ISLAND
Represented by WEED TELEVISION
Only daily live remote TV show in New England. Emceed by
charming Nancy Dixon and Peter Careie (piano impressions
and satire) w ith IM's three-piece combo. All Channel 10's talent
and celebs visiting Providence will guest. Direct selling to a
tested women's audience from the area's leading hostelry,
Monday through Friday, 9:00 to 10:00 a. m.
Join us for breakfast, sample your products to 100-plus radiantly
responsive guests in the Sheraton-Biltmore Garden Room. Their
approbation will register for sure — because 1,120,925 sets in
area give us 9391 coverage! Availabilities now open — call
Will) Television.
NBC - Basic
ABC — Dumont — Supplementary
14
SPONSOR
I want to say that your current se-
ries on the various media in the busi-
ness is slightly more than terrific. I
have, of course, ordered the complete
book and assure you that everyone I
know will have an opportunity to read
the full text. . .
Frank Stubbs
Station Manager
KLMS, Lincoln, Neb.
• SPONSOR'S All-Media Evaluation Series will
be reprinted in hook form next month. Price is
$4 a copy. You may order now hy writing to
40 East 49 St., New York 17.
MERCHANDISING HELP
In the June 14 "Report to sponsors"
[page 2] you mention the time buying
guide we prepared for the franchise
bottlers of Hires Root Beer. You indi-
cate that "Stations will welcome idea,
but may raise eyebrows at some of
tips . . . free merchandising help. . ."
Let me point out that the subject
of free merchandising was the last
item discussed in the "Guide." The
first and most important considera-
tion is, of course, how to establish a
good advertising schedule.
However, many stations do offer
merchandising help, and the best way
to get this "extra" help is to ask for
it. Exactly how much merchandising
and the form it should take is a sub-
ject for negotiation between buyer and
seller.
Although it does not replace good
advertising schedules, it is interesting
to note the different stations' reactions
to requests for merchandising. Some
feel it is a necessary evil — the price
you pay to get the schedule; others
use it as a sales tool. We like the
latter approach!
Dirk A. Watson
N. W. Ajer & Son
Philadelphia
RADIO/TV DIRECTORY
Would you please send me one copy
of your 1954 "Radio/Tv Directory"?
G. H. Mathisen
Advertising Dept.
Colgate-Palmolive Intl.
Jersey City
We keep a running file in our sales
office on all sponsor stories, and think
they are terrific. I would appreciate
your sending me several additional
copies of the new 1954-'55 Radio/Tv
Directory.
Fred L. Bernsti i\
General Manager
WTTM
Trenton
Please, please, please send us three
copies of the latest directory. I have
used last year's until it is ragged and
worn.
Eleanor Bolenbaugh
WTOP-AM-FM-TV
Washington, D. C.
Thank you for the handy Radio/Tv
Directory which we received this
morning.
I was somewhat disturbed to note
that the Unity Television Corp. listing
indicates a wrong telephone number.
The correct number is LOngacre
4-8234. I would appreciate it if you
will make a personal note to correct
this in your next issue.
Len Firestone
Sales Manager
Unity Tv Corp.
New York
• SPONSOR'S 1954 Radio/Tv Directory is avail-
able free of charge to subscribers.
TV PIONEERS CHART
I saw a copy of the bulletin board
copy of the tv chart that appeared in
the May 17 issue of sponsor ["TV
PIONEERS," page 59]. It is indeed
very interesting and informative. I
would appreciate it very much if you
would send me a couple or so copies.
J. W. Collins
Manager
WAGA-TV, Atlanta
• Extra copies of the "TV PIONEERS" growth
chart are available on request.
SUNDAY SUPPLEMENT
I have been meaning to write before
now to say thanks for the splendid
story that sponsor ran on the subject
of WNBC-WNBT's "Sunday Supple-
ment" concept ["New way to buy local
radio-tv: as a Sunday supplement," 31
May 1954, page 38]. We are very
gratified for the attention the idea re-
ceived from your magazine as well as
the broadcasting and advertising trade
press in general. Joan Marks did a
fine job in writing the story.
Equally important in my opinion as
Newest Southeast
Kansas — Northeast
Oklahoma survey
covering 1 1
county Coffeyville
trade area (256,000
people I reports:
KGGF HAS BIG-
GEST AUDIENCE
IN 45 OUT OF 52
MONDAY THRU
FRIDAY i/ 4 HOUR
STRIPS! (6:00
A.M. to 6:30 P.M.I
KGGF with 10
KW on 690 KC
delivers primary
coverage to a total
of 87 counties in
Kansas, Oklahoma,
Missouri and
Arkansas.
WEED & CO., National Representatives.
J
MILLION Population!
Fabulous Houston has grown from the frontier town of
yesteryear to the mightiest giant of the South! On July 3rd,
metropolitan Houston population reached the million mark.
One million people, representing well over $1,195,425,000
in retail sales* with an effective buying income of over $6,298 per
family.* One million, working, buying, energetic people who
represent the largest metropolitan market of the Soutl
Sales Management
Survey of Buying Power
May 10, 1954
KCOH
1430
George W. Clark, Inc.
KNUZ
1230
Forjoe & Company, Inc.
KPRC
950
Edward Petry
& Company, Inc.
KTHT
790
H-R Representatives, Inc.
KTRH
740
John Blair & Company
KXYZ
1320
Free & Peters, Inc.
KYOK
1590
John E. Pearson Company
KJEO-TV
FRESNO, calif.
S«rw«« an
EXCLUSIVE
UHF MARKET
ALL stations in the Fresno Trade Area
are UHF stations. Los Angeles and San
Francisco cannot possibly get into this
area. The flat Valley topography, sur-
rounded by mountains, and the 4400
ft. height of the KJEO transmitter
gives UHF every natural advantage.
CHANNEL!
ABC-TV AFFILIATE*
GREATER Coverage
SUPERIOR Reception
Powerful new 12 KW transmitter
now in operation with E R P of
444,000 WATTS
Covers ALL Central California's
rich BILLION dollar market.
123,354 sets
July 1954
REPRESENTED NATIONALLY BY
THE BRANHAM COMPANY
Offices In leading Cities
O'NEILL BROADCASTING CO.
FRESNO.' CALIFORNIA
P. O. Box 1708 Phone 7-8405
J. E. O'Neill. President
the < ommen ial su< i ess "I the idea was
the favorable response we ^<>i not onlj
from tin- clients who bought it hut
from man) agencies and businessmen
who wanted to Bee if the idea could be
made applicable to theii < Lients or
products. We are bo encouraged thai
our second supplement was held the
weekend of June 18 on the subject of
domestic tra\el and again there are
already encouraging -ales si^ns. A
group of Tan Vmerican countries have
come to ii- to explore the possibility
of doing a supplement on vacation and
travel in their areas.
I think SPONSOR can rest assured
that in keeping with its editorial pol-
icy you have performed another serv-
ice to the industr) 1>\ bringing the de-
tails of a fresh new idea to the atten-
tion of \our readers.
Hamilton Shea
General Manager
WNBC-WNBT
New York
SPONSOR INDEXES
Did sponsor publish an index prior
to 1953? We have the indexes for the
first and second half of 1953. \\ e have
also saved practically all of the spon-
sor magazines since you started pub-
lishing, and this collection would he
more useful if we had an index of the
earliei issues, (dancing through copies
for a couple of years prior to 1953. 1
could not find where an index was in-
cluded. Perhaps you published those
separately.
Frank S. Proctor
Manager
WTJS
Jackson, Tenn.
e SPONSOB publishes Indexes to ii~ srtieles
semi-annually, in January and July. The Index
for ill.- fir-t ~i\ months of l u 5» « ill appear in
the next Issue, 2<> July. SPONSOR has been
publishing the*.- Indexes since I'MT.
NEGRO ISSUES
Will Mm please -end us five copies
of \oiir first annual Negro Section if
still available. In addition, if you have
am reprints on an} articles concerning
V gro radio, please -end five copies.
John M. M< Li pcdon
Indianola, Wiss.
O SPONSOR'S lliiril annual N.urn Section will
be out 2i> September 195*. Bach Israel bob*
lainint: previous Me sju sections ar<- in short sup-
ply, However. il»e 19B4 Pr9grmm Coaste devotes
an e«lir lion lo Negro railio an<l is aiailalile
free lo subscribers. K.xira eopios, $2 earh.
i Please turn i<> page 2o."> >
AN
opmdoM
to the Nation's
Test Market!
WLBC-TV
Muncie . . . sometimes called Mid-
dletown, U.S.A. . . . has been the
nation's recognized test market for
years. Reach this rich Muncie area
market via WLBC-TV.
* 70,000 UHF sets
V»T 65% tuned to Channel 49
■^T $200 Base Rate
y{ All 4 networks
7»T Proven Test Market
CHANNEL
49
MUNCIE, INDIANA
Houston hits a
MILLION!
flh .:
i
uup
. 41 ..
1111 Hi II
Metropolitan Houston reached the million population mark
on July 3rd. This fabulous industrial giant of the Gulf Coast,
representing a net effective buying income of $1,856,123,000.00,
becomes the first million population metropolitan area in the South.
Tremendous expansion of the city itself barely keeps pace with the
ever-increasing demands of industry. A million strong today, with
the promise of an eminently greater future, Houston proudly claims
the slogan of "Industrial Frontier of the South."
KPRC is FIRST
KRPC radio and television remains FIRST in the hearts of
the metropolitan million. First in morning . . . afternoon . . .
evening . . . first all the time.
NBC and TQN
on the Gulf Coast
JACK HARRIS, Vice President and General Manager
I
NBC • ABC
CHANNEL 2
Nationally Represented by EDWARD PETRY & CO.
first in the Booth's FIRST MILLION MtTROPOLITAN MARKET!
12 JULY 1954
NATIONAL BROADCASTING COMPANY, INC
GENERAL LIBRARY
30 ROCKEFELLER PLAZA, NEW YORK, N, Y
19
Getting
Attention
Where it
Popularity is determined by how
many listen. In San Diego, more people
listen to KSDO than any other
station, according to HOOPER.
Whatever it is, you can sell it faster,
for fewer dollars-per-sale on
San Diego's FIRST station . . . KSDO.
May we show you why KSDO
gets more attention than
any other station?
by Bob Foreman
Although thi> is the Fall Facts issue of SPONSOR, the
following epic delves into a fact that is with us without regard
to season. Since fall, however, i- the beginning of the big
tituc if- a- good a season a- any to launch this subject
The testimonial has long been considered one of adland's
liig guns, as well it should. For this approach to selling has
the same basic appeal a- the over-the-fence conversation, the
telephone-tip, the friend-to-friend suggestion. In addition to
these virtues, advertising has brought the appeal of emulation
to the testimonial technique so that the beautj secrets of
movie stars, the vigor of shot-putters and the -kills of racing
drivers are imparted through testimonial advertisements —
to name just a few r of the vicarious virtues available.
Now along comes television and makes these ad\ ice-givei s,
whether of the star variety or the common garden genus,
appear in person utilizing their voice and their visage and
perhaps perform a few seconds ot their specialty which could
be anything from kissing Robert Tax lor to driving a car
through fire. Then come- the sell.
As usual, television places added burden- on the advertising
folk- I meaning everyone from copywriter to film directori.
since tv always tend- to expose the phoney in short order.
The gi\er of the testimonial ha- to know what he or -he i-
talking about — and. more important, ha- to appear to or
the total elled i-. instead of convincing, detrimental to the
product.
Main are the campaigns, it turn- out. that cannot stand
this new onus. In other wind-, what make- t\ a- great a- it
i-. i- al-o it- greatest handicap. \\ hen you mi--, you mi-- l>\
the proverbial country mile.
\\ hat the al ove woidage lead- me to is the broader aspects
of the pom l\ conceived testimonial campaign the aftermath
of phoniness created on and in television. The harm done
i- not niereK to the product for which the cop) was designed
but to a more or less degree for the entire medium of
television, then in turn for all advertising. The degree is
i Please turn to page o_> |
20
SPONSOR
IN INLAND CALIFORNIA
(AND WESTERN NEVADA)
DELIVERS MORE FOR THE MOMEV
These five inland radio stations, purchased as a unit, give you
more listeners than any competitive combination of local
stations . . . and in Inland California more listeners than the
2 leading San Francisco stations and the 3 leading Los Angeles
stations combined . . . and at the lowest cost per thousand!
(SAMS and SR&D)
Ringed by mountains, this self-contained inland market is
90 miles from San Francisco and 113 miles from Los Angeles.
The Beeline taps a net effective buying income of almost 4
billion dollars.
(Sales Management's 1953 Copyrighted Survey)
WCIXTCHY BROADCASTING COMPANY
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
12 JULY 1954
__/0 RENO
KFBK ° SACRAMENTO
KWG O STOCKTON
r \
KMJ ° FRESNO
KERN
21
the outstaying
Adapted jrom ^ 0j J
starring HUuH IVIAKLOWt with Florenz Ames as Inspector Qi
Y-^-7
tpa
sales
builder
Here's a new TV show that's as reassuring as money in the hank ... a first-run series
that's backed by a 25-year habit of success.
A SUCCESS IN EVERY MASS MEDIUM
In print ... on the screen ... on the air— "Ellery Queen" has consistently spelled "box-office".
On TV live— on a handful of Du Mont-cleared stations— "Ellery Queen" demonstrated an amazing
ability to dominate its period, without any "inheritance" . . . against any competition.
Now, specially filmed for TV . . . starring the man who created the radio role, "Ellery Queen"
is marked for new highs.
A TREMENDOUS READY-MADE AUDIENCE
The readers who made "Ellery Queen" a 30,000,000-copy best-seller ... the movie goers . . .
the former listeners and viewers— these are the people who give this new series a ready made,
multi-million audience. Marlowe fans who have enjoyed his work on stage and screen
("Voice of the Turtle" . . . "Twelve O'Clock High" and many others) will swell the figure.
And top production— all down the line— will win and hold new viewers for this series.
A SHOW THAT CANT MISS
To the proved commercial impact of mystery shows, "The Adventures of Ellery Queen"
adds the power of a great name . . . the prestige of fine dramatic programming. Call, write or wire
for the full story, and for franchises in areas where you need a show that can't miss.
'elevision J&rograms of tMmerica, inc
77 MADISON AVENUE, NEW YORK 22, N. Y. • 1041 N. FORMOSA AVENUE, HOLLYWOOD 40, CALIF
THE CLOVERLEAF
STATION
SALINAS
MONTEREY
SANTA CRUZ
WATSONVILLE
. ■.'.">
FAST
GROWING
MARKETS
SERVING
300,000
LISTENERS
5000
WATT
SALINAS
CALIFORNIA
REPRESENTED BY WEED & CO.
\<»ir developments on SPONSOR stories
S«'**: "Foreign-language radio: 19.>.'i"
Issue: 2(» Jannarj 1953
Subject: New Spanish-language tv alum on
\\ OR- T\ appeal* to large market
New York's 847,000 Spanish-speaking people might be called
America's ninth largest market: the group not onlj tops Boston, hut
also is growing at the rate of 1,135 Spanish-speaking people weekly,
according to the Mayor's Committee on Puerto Rican Vffairs.
\\()|{-'l\. New York, is seeking to cash in on the market with a
weekl) hour-long Spanish Hour. Station reports it i- booked solid
with advertisers, and that there's a waiting list for fall.
According to a special Pulse survej done for the station, Spanish
Hour ha~ a 27.5 rating among ihe Spanish-speaking population — the
No. 1 show among the Puerto Rican group at thai time ' Monday,
10:00-ll:()0i: it is seen in half the Spanish-speaking home- where
tv sets are in use; it tops the next closest program h\ 141%; reaches
170 families in every 100 Spanish-speaking home- watching the
program: is viewed h\ 389 viewers per ion sets; has a circulation
exceeding that of two Spanish-language newspaper-.
The program features visiting celebrities of the Latin American
world. Five-minute film < -lips of current Spanish-language movies
when shown drew such a large response that Azteca Films 'one of
the worlds largest producers of Spanish-language films) bought a
quarter-hour segment of the program. Other quarter-hour sponsors
include Gustone Vitamins. Busch Jewelry Stores and Colony Motor-.
Albert Ehlers (for Cafe Carihe coffee I has just finished a 13-week
cycle, will hiatus for the summer and return again next fall.
The program draws about 7.000 pieces of mail weekly, of which
about 2-V ; is written in English.
Ten out of the 273 tv stations responding to SPONSOR'S Program
Guide questionnaire reported Spanish-language programing. The
Program Guide, just published, lists specialized programing bj
1,568 radio and 273 tv stations. The tv stations reporting special-
ized programing for the Spanish-speaking population of the L.S. are
general lv located in the Far West and Southwest. * * *
S,«m; '"What you should know about film
service firms'"
ISSIIC: 8 February 1954. page IS
Slllljt'C't; Service- available to film -v ndicatnr-.
tv stations
T\ executives were surprised recentl) when a plan was announced
for saving them, rather than costing them money.
According to the Bonded Film Storage Co.. the tv industrx could
save at least 20' i of the cost of transporting film — if it were all
shipped from a "pool" maintained in central film "warehouses bj
Bonded Film Storage.
I nder the Bonded plan, the shippers would take advantage of
lower freight rates due to increased weight shipped.
For example, a reel of film weighing five pound- costs a- much
to ship as 10 reels weighing 50 pounds. However, film distributer-,
network-, agencies and stations don't have time to wait around until
the) gel a big shipment of film— all to be shipped to just one
destination. Therefore, the) have to ship in -mallei and more
expensive) lots.
Bonded would also service the film (clean, inspect, repair).
Chester M. Ross, president of Bonded, said the plan for consoli-
dated film shipment- would save at least $1 million of the more than
$5 million -pent annuall) for t\ film transportation. * * *
24
SPONSOR
M
The Land of Milk and Honey is Not a Test Market!
12 JULY 1954
25
WAITING
FOR YOUR SHIP
m
10 COME IN
You won't have to wait very long in
Cleveland — for this inland port (along
with all its other bustling activity)
set a new all-time record for itself
last year in volume of dry, bulk
freight moved. During 1953, the Great
Lakes fleet carried almost 200 million
net tons — and over 80 r '< of its 286
vessels call Cleveland home.
The movement of Cleveland-made
goods to the rest of the world is
matched in magnitude only by
the influx of goods Clevelanders
want to buy. (How competent they
are to do this is reflected by
their 1953 banking balance of
$33,387,000,000.)
Industrial action is the mounting
keynote in the Cleveland area,
geared to America's industrial
progress. And the one TV station
that's really geared to Cleveland's
thoughts and tastes is WXEL. It
follows that the shortest route
between two points (i.e., Cleveland
pocketbooks and your advertising)
is via the television station iden-
tifying itself most closely with
this remarkable market. As other
advertisers are happily finding,
your ship comes in every day when
you sign aboard WXEL. Ask the
KATZ agency for details.
Cleveland
WXEL
Channel 8
New and renew
' SNISII
12 JULY 1954
1.
Oleic on Television Networks
2.
SPONSOR
Borden Co, (Instant Cof-
fee), NY
Brown & Williamson Tob
(Viceroy), Louisville, Ky
Campbell Soup Co, Cam-
den, N)
Chrysler Corp, Detr
Chun King Sales, Inc,
Duluth, Minn
Doeskin Prods, NY
Firestone Tire & Rubber
Co, Akron,
Florida Citrus Comm,
Lakeland, Fla
Ceneral Mills, Mpls
Dorothy Cray Cosmetics,
NY
Creen Giant Co, LeSueur,
Minn
Hawaiian Pineapple Co
(Dole), SF
Int'l Shoe Co, St. Louis
Int'l Shoe Co, St. Louis
Johnson & Johnson, New
Brunswick, NJ
Lehn & Fink, NY
Liggett & Myers (Ches-
terfield), NY
Minute Maid Corp, NY
John Oster Mfg Racine,
Wis
Pharmaceuticals, Newark
Pharmaceuticals, Newark
Pillsbury Mills, Mpls
Procter & Gamble, Cinci
Procter & Camble (Tide),
Cinci
Procter & Camble, Cinci
Procter & Camble, Cinci
Procter & Camble
(Cheer), Cinci
Reardon Co (Dramex), St
Louis
R. J. Reynolds Tob,
Winston-Salem, NC
R. J. Reynolds Tob,
Winston-Salem, NC
Serutan Co, Newark
SOS. Co, Chi
A. E. Staley Mfg Co,
Decatur, III
C. A. Swanson, Omaha
Toni Co, Chi
Toni Co, Chi
Toni Co, Chi
Toni Co, Chi
Toni Co, Chi
W'lider Co, Chi
AGENCY
CCSS, NY
Ted Bates, NY
BBDO, NY
McCann-Erickson, Detr
JWT, Chi
Crey Adv, NY
Sweeney & James, Cleve
JWT, NY
Tatham-Laird, Chi
Lennen & Newell, NY
Leo Burnett Co, Chi
N. W. Ayer, SF
Henri, Hurst & MacDon-
ald, Chi
D'Arcy, St Louis
Y&R, NY
Lennen & Newell, NY
C&W, NY
Ted Bates, NY
Henri, Hurst & MacDon-
ald, Chi
Edward Kletter, NY
Edward Kletter, NY
Leo Burnett, Chi
Benton & Bowles, NY
Benton & Bowles, NY
Compton, NY
Dancer-Fitzgerald- Sam-
ple, Chi
Y&R, NY
Krupnick & Assoc, St
Louis
Wm. Esty, NY
Wm. Esty, NY
inward Kletter, NY
M-Cann-Erickson, SF
Ruthrauff & Ryan, Chi
Ta;ham-Laird, Chi
Leo Burnett, Chi
'-co Burnett, Chi
Loo Burnett, Chi
Weiss & Celler, Chi
W-ss & Celler, Chi
Ta!hcr- L^ird, Chi
STATIONS
PROGRAM, time, start, duration
CBS TV 69 Carry Moore Show; F 11-11:15 am scg; 9 July;
52 wks
CBS TV 86 Viceroy Star Theatre; F 10-10:30 pm; eft 2 July
CBS TV Lassie; Sun 7-7:30 pm; eff 12 Sept
CBS TV 70 Title TBA; Th 8:30-9 pm; 30 Sep; 52 wks
CBS TV 70 Carry Moore Show; alt Th 10:15-10:30 am seg;
eff 15 July; 52 wks
CBS TV 45 Robert Q. Lewis; M 2-2:15 pm; 13 Sept; 39 wks
ABC TV Voice of Firestone; M 8:30-9 pm; 14 June; 52
wks; simulcast
ABC TV Twenty Questions; T 8:30-9 pm; 6 July; 52 wks
CBS TV 60 Captain Midnight; alt Sat 11-11:30 am; 4 Sep;
52 alt wks
ABC TV Ray Bolger Show; joint sponsor F 8:30-9 pm; 17
Sept; no. wks not set
NBC TV Mickey Rooney Show; alt Sat 8-8:30 pm; 28 Aug;
no. wks not available
CBS TV 46 House Party; F 2:45-3 pm seg; 30 July; 52 wks
NBC TV Howdy Doody; alt F 5:45-6 pm; 6 Aug; 7 telecasts
NBC TV Ding Dong School; alt T 10:15-30 am seg; eff
28 Sept
NBC TV 76 Imogene Coca Show; partic sponsor Sat 9-9:30 pm;
2 Oct; 39 wks
ABC TV Ray Bolger Show; joint sponsor F 8:30-9 pm; eff
17 Sept
CBS TV 73 Tv's Top Tunes; M, W, F 7:45-8 pm; 28 June;
summer repl Perry Como; 8 wks
ABC TV 51 Super Circus; Sun 5:30-6 pm scg; incr from alt
wk to every wk; eff 27 June
NBC TV 49 Today; partic sponsor M-F 7-9 am; 28 Sept; 15
partic
CBS TV 66 Juvenile Jury; T 8:30-9 pm; 22 June; summer
repl for Red Skelton
CBS TV 86 Two in Love; Sat 10:30-11 pm; 19 June; 52 wk-
NBC TV Mickey Rooney Show; alt Sat 8-8:30 pm; 28 Aug;
no. wks not available
CBS TV 122 On Your Account; M-F 4:30-5 pm; 5 July; 52 wks
NBC TV Concerning Miss Marlowe; M-F alt das 3:45-4
pm; 5 July; 52 wks
CBS TV 67 The Seeking Heart; M-F 1:15-1:30 pm; 5 July;
52 wks
CBS TV 89 Welcome Travelers; M-F 1:30-2 pm; 5 July; 52
NBC TV Golden Windows; M-F alt das 3:15-3:30 pm; 5
July; 52 wks
NBC TV 49 Today; partic sponsor M-F 7-9 am; 8 Sept; 14
partic
NBC TV The Hunter; Sun 10:30-11 pm; eff II July
CBS TV 32 Morning Show; T-F 7:45-50 am; alt das; 1 June;
31 wks
Du Mont 51 The Stranger; F 9-9:30 pm; 25 June; 13 wks
CBS TV 56 Bob Crosby Show; alt F 3:30-45 pm seg; 9 July;
52 alt wks
ABC TV Don McNeill's Breakfast Club; T, Th 9:30-9:45
am seg; 27 July; 52 wks
CBS TV 67 Bob Crosby Show; alt Th 3:30-3:45 pm seg; 5
Aug; 56 wks
NBC TV College of Musical Knowledge; Sun 7-7:30 pm;
4 July; 11 wks
CBS TV 57 Carry Moore Show; alt Th 10:15-10:30 am seg;
eff 8 July; 52 wks
NBC TV People are Funny; alt Sun 7-7:30 pm; eff 19
Sept
CBS TV 48 Bob Crosby Show; T 3:30-3:45 pm seg; 15 June:
52 wks
N'BC TV Dollar a Second: Sun 10-10:30 pm; eff 4 July
CBS TV 60 Caotain Midnight; alt Sat 11-11:30 am; 4 Sept;
52 alt wks
fteiieu-erf «n Teferi.vioii Networks
SPONSOR
Brown Shoe Co, St Louis
Cokite-P-'Imolive, Jersey
City, N)
Continental B3king, NY
Ceneral Mills, Mpls
Ceneral Moto-s, Frigidaire
Div, Det oit
Hotpoint Co, Chi
AGENCY
Leo Burnett, Chi
Wm. Esty, NY
Ted Bates, NY
Wm. Esty, NY
FC&B, Chi
Maxon, Chi
STATIONS
ABC TV 60
CBS TV 116
NBC TV 35
CBS TV 71
CBS TV 52
ABC TV 67
PROGRAM, time, start, duration
Smilin' Ed's Cang; Sat 10:30-11 am; 21 Aug; 52
Strike It Rich; W 9-9:30 pm; 7 July; 52 wks
Howdy Doody: W 5:30-6 pm; 9 June; 52 wks
Barker Bill's Cartoons; W, F 5-5:15 pm; 2 June;
52 wks
Arthur Codfrey Time; T, Th 10:30-45 am; 8
June: 52 wks
Adventures of Ozzie & Harriet; alt F 8-8:30 pm;
2 July: 52 wks
\ umbers liter names
refer to Aew and Re-
new category
. If. Finley(3)
Rodney- Erickson (3)
H. D. Talbot Jr. (4)
E. H. Weitzen (4)
E. Gelsthorpe '4)
12 JULY 1954
27
2 JULY 1954
\«'ii ami renew
2,
Renewed on Television Networks (continued)
SPONSOR
Int'l Srivcr, Mcridcn. Conn
Kellogg Co. Battle Creek.
Mich
Nestle Co. White Plains.
NY
Pillsbury Mills. Mpls
Pillsbury Mills, Mpls
Plymouth Div. Chrysler
Corp, Detroit
Ralston Purina, St Louis
Revere Copper & Brass,
NY
Simmons Co, NY
AGENCY
Y&R. NY
Leo Burnett, Chi
Cecil & Prcsbrey. NY
Leo Burnett. Chi
Leo Burnett, Chi
N W. Aver. NY
Gardner, St Louis
St. Ccorgc & Keycs NY
Y&R. NY
STATIONS
PROGRAM, time, start, duration
CBS TV 56 My Favorite Husband; alt Sat 9:30-10 pm; |
Sept. 22 alt wks
NBC TV 48 Howdy Doody: T & Th 5:30-5:45 pm; I June J
ABC TV 53 Space Patrol; alt Sat 11-11:30 am; 4 Sept; 52
CBS TV 51 Arthur Codfrcy Time; M-Th 11 15-30 ami
June; 52 wks
CBS TV 50 House Party; M-Th 2:45-3 pm; 1 June; 52 wl
CBS TV 139 That's My Boy; Sat 10-10:30 pm; 10 |uly; 13 ,
ABC TV 53 Soacc Patrol; alt Sat 11-11:30 am: 4 Sept; 52
NBC TV 22 Meet the Press; alt Sun 6-6:30 pm; 11 July j
pgms
CBS TV 56 My Favorite Husband; alt Sat 9:30-10 pm I
Sept, 22 alt wks
'See page 2 tor New National Spot Radio and Tv Business i
28
4.
5
Advertising Agency Personnel Changes
NAME I FORMER AFFILIATION
NEW AFFILIATION
C. Ralph Bennett
Barry Blau
Albert R. Bochroch
Douglas K. Burch
Christopher Cross
Harold H. Dobbcrtecn
Rodney Erickson
Ceorge M. Finley
Ted Cravenson
Mary Harris
Sander Heyman
Kingsley F. Horton
Howard S. Johnson
Russ Johnston
Franklin P. Jones
Edward J. Labs, Jr.
William W. Lewis
Phillip L. McHugh
Joseph C. Meehan
William S. Oliver
Roger Purdon
Daniel Welch
Granville Worrell
Fred Gardner Co. NY, partner & creative dir
Huber Hoge & Sons. NY, media dir
Gray & Rogers. Phila, contact dept & in chg new
bus
Benton & Bowles. NY. asst tech dir tv. assoc
redg dir radio
K&E, NY. asst publicity dir
Foote, Cone & Bclding, NY, vp & dir media
Y&R, NY, mgr acct planning
Bryan Houston, Inc. acct exec
Ben Sackheim Co. NY
Free lance r-tv dir, prod, writer
Schenley Ind, LA, adv & sis
CBS. Pacitic Coast, sis mgr
C&W, NY, dir pub rels r-tv
Ward Wheelock. Phila, in chg r-tv
Gray & Rogers, Phila, publicity dir
Allied Bdctg Co, Syracuse, genl mgr
Geyer, NY, comml dir
Tracy-Locke Co, Dallas, r-tv dir
Geyer Adv, NY, pr acct exec
Ayes, Swanson & Assoc, Lincoln, acct exec
Wm Weintraub, NY, copy chief
Foote, Cone & Bclding, Chi, acct exec
Cray & Rogers, Phila, contact dept
Same, exec vp
Emil Mogul Co. NY, traveling r-tv time buyer
Same, vp
Stockton. West, Burkhart, Inc. Cinci, mgr of •
progrmg
Same, dir exploitation div prom dept
Bryan Houston, Inc, NY, vp & dir media
Same, vp
Same, vp & acct supvr
Wexton Co. NY. vp & chmn plans bd
McCann-Enckson. NY. prodn supvr
Roy S. Durstinc. Inc. LA, exec staff, head |
r-tv activities
McCann-Enckson, NY, r-tv acct exec
Same, vp
McCann-Enckson. NY, acct exec
Same, vp
Flack Adv. Syracuse, acct exec
Same, dir r-tv
Campbell-Ewald. Detroit, r-tv dir.
Same, dir pub rcl dept
Curt Freiberger & Co, Denver, acct exec
Bryan Houston. NY. vp & creative dir
Necdham. Louis & Brorby, Chi. acct exec
Same, vp
Sponsor Personnel Changes
NAME
FORMER AFFILIATION
Charles Derrick
Pepsi-Cola, NY, display mgr
Edward Gelsthorpe
Bristol-Myers, NY, dir specialty sis. new prods
devel dept
Robert M. Lehman
Du.inc Jones. NY, mdsg mgr
Norman V. Osborn
Ward Wheelock Co, Phila, mgr plans-media dept
Harold D. Talbot Jr.
B. F. Goodrich. Watcrtown. Mass., sis prom mgr
floor covrg div
Edward H. Weitzen
Bulova Research & Devel. Labs, NY, prcs & dir
NEW AFFILIATION
Same, adv mgr
Same, dir sis prom.
prods div
American Safety Razor Corp, NY, asst mdsg -
Thomas Lipton. Inc. Hoboken, media dir
Sylvania Elcc, Salem, Mass, adv mgr. lighting I
American Machine & Foundry. NY. vp in chg n
/Veto Firms, New Offices, Changes of Address
ABC's Western Film Synd. Hywd. new address. 1539 North
Vine St, Hywd 28
Fred W. Amend Co, Chi. new sales office. 1603 Orrington Ave,
Evanslon. Ill
Amer Merchandising Org, Phila. new radio-tv prize supplier.
2038 Pine St. Phila
BMI, new exec office address. 589 Fifth Ave, NY, PLaza
9-1500
Campbell-Ewald. NY. new addicss, 488 Madison Mu 8-3400
Ettinger Co, Hywd, new address, 8120 Sunset Blvd
Ccneral Adv Agency, new agency. Markham Bldg. 1651 Cosmo
St. Hywd; owner John M. Kemp
Mel Cold Prodns, new NY film prodn co at 1639 Broadway.
Mel Gold, prcs, formerly head of N^t'l Screen Service, East
Coast div
William W. Harvey Co. new offices at 5747 Melrose A.
Headley-Reed, new New Orleans office. 504 Delta I
Baronne St
KB.F, Fiesno, new address. KBID-TV blag. 1117 "N" Si
Lew King Adv. Phoenix, becomes Lew King Prodn*
P'odn sc.-v avail for radio & tv
McCann-Erickson, NY absorbs Wilkinson. Schiwctz & 1
Hnus'on agency
McCow.-n Prodns. LA. new telefilm prod firm, add'
Studios, La Brca Ave. LA
Official Films, new West Coast offices. 275 So Bcverlt
Beverly Hills. Cal
Pelican Films, new co at 41 W. 47 St. NY. formed by Thoi
J. Dunford. Jack Zander & Elliott Biker
William G Rambeau Co. Chi, new offices at 185 N
Ave. Chi 1
Numbers utter names
refer to Neu and Re-
neu category
II v Johnson
Douglas t\. Ilur, hi I)
Roget Purdon (3)
// illiam E. I ewis (3)
//. //. DobberteenO)
Granville U orreli > S »
t. R. Bochroch
I hi n 1. 1 in I'. Jones (3)
Ted (rim enson (3)
/ / Labs Jr. (3)
SPONSOR
Buy mr H \J
and get Iowa's
METROPOLITAN Al
LUS the
mainder of low
S.A.M. DAYTIME
STATION
AUDIENCE AREA
NEBRASKA
Iowa has six Metropolitan Areas which, all
combined, do 32.8*^ of the State's Retail Sales,
as shown at the right.
iiiifliiiiap
saaa 1 "'aciaag
iqbejbbhbh^-
B
MISSOURI *••
Quite a number of radio stations can give you
high Hoopers etc., in ONE Metropolitan Area.
WHO gives you high coverage in virtually
ALL the State's Metropolitan Areas, plus prac-
tically all the REMAINDER of Iowa, too!
RETAIL SALES PERCENTAGES
5.4% Cedar Rapids •
4.2% Tri-Cities •
11.4% Des Moines
2.9% Dubuque •
4.6% Sioux City
4.3% Waterloo •
32.8% TOTAL METRO. AREAS |
67.2% REMAINDER OF STATE |
100.0%
(1954 Consumer Markets figure*)
At 9 a.m., WHO gives you
74,526 Actual Listening Homes
for only $47.50
(15.7 LISTENING HOMES per PENNY!)
According to the authoritative 1953 Iowa Radio-
Television Audience Survey, 74,526 homes all over
Iowa are actually tuned to WHO at 9 a.m., every aver-
age weekday. Figuring time costs at our 1 -minute,
26-time rate, WHO gives you 15.7 actual listening
homes, per penny!
That's the result of ALL-STATE programming, ALL-
STATE Public Service, ALL-STATE thinking, here at
WHO. Ask Free & Peters for all details !
FREE & PETERS, INC., National Representatives
BUY ALL of IOWA-
Pius "Iowa Plus"-with
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
12 JULY 1954
29
CFCF SELLS 'EM!*
In 1953, 278 individual
local accounts got sales
results from CFCF.
"you can't fool a cash
register.
MONTREAL
INU.S-WEED
IN CANADA-AIL CANADA
Milton Berle, Henry Markus and Jan Murray discuss mock money problems
Henry A. Markus
Vice President
Wir.e Corp. of America, Chicago
It all started late one afternoon in 1947 when Henry A. Markus,
v.p of the Wine Corp. of America, walked into the storage room
and drained 40,000 gallons of wine into the Chicago sewers. This
decision helped double the firms sales within a year.
The reason? Pouring 40,000 gallons of Barloma wine down the
drain made room for Mogen David wine. This kosher wine with mass
appeal has gotten all the firm's advertising backing from 1947 on.
"On a sales trip in Peoria I met a jobber who wouldn't buy any
Barloma," Markus explained to SPONSOR. "He did want 50 cases of
Mogen David — and 50 cases is a lot of wine! Our sales records
showed Barloma just holding its own while Mogen David sales
were climbing.
"The answer was obvious — promote Mogen David. But we didn't
have enough room for Mogen David, so I got rid of Barloma."'
Markus also applies his marketing and sale- experience in guiding
the advertising strategy of the wine firm. The bulk of this adver-
tising, through Weiss & Geller, is in tv. Here's how Mogen David
Wine's $1,986,000 budget for 1954 breaks down: $1,238,000 for tv:
S448,000, billboards; $300,000. newspapers, radio, spectaculars.
During the past year Mogen David sponsored Dollar A Second,
Du Mont, Mondays 8:00-8:30 p.m. over 93 stations. This show cost
the sponsor $10,500 a week to produce. An audience-participation
quiz program, it was m.c.'d by Jan Murray. For the 1954-1955
season show will move to VBC TV, with a 130-station lineup.
Mogen Davids network t\ advertising is aimed at a mass family
audience. The firm switched from sponsorship of dramatic pro-
graming in 1952 when it dropped Charlie Wild. Detective.
"Ours is an ideal family wine," Markus told SPONSOR. "Therefore
we like to reach the famiU when it is gathered in group entertain-
ment before a tv set. And we prefer to reach them with light
entertainment rather than heavj or disturbing dramatic shows."
This formula has paid off: For the first six-month period of 1954
sales are up 30' over '53. And if sales ever slip?
Markus grins at this question: "We have another wine formula
with even better consumer tests than Mogen David. Now if we
only had the space. . ." * * *
EQ
SPONSOR
-.-•■
5 M OOTH QJL
Set your course on Channel 2 for
the rich Midwest market, and just lean back and relax!
You'll breeze in first when you speed sales
with all the full power impact of
WJBK-TV
'Way out in front with
100,000 watt power, new 1,057 foot tower,
top CBS, Dumont and local programs.
■^rcz^*- •
l3*«*^. :
t-;-)^
**&5*
'.»----
^ V
/«* " iff.
P*^
4 - • - »
-*&
^K' - ■?- ^-^^Wfll
^gjgcg
epresenfed Nationally
Y THE KATZ AGENCY
National Sales Director, TOM HARKER, 118 E. 57th, New York 22, ELDORADO 5-7690
The product cost — of all things
— S 1 00- The advertiser wanted
leads. First MUTUAL broadcast
rolled in .1,300 and in — hold
tight- US weeks. 46,000!
Man had to advertise for
extra salesmen.
Sure we've an audience lift (even listening at night is up on Mutual over last year
in the latest Nielsen report— M-F 7:30-10 pm.) Sure we've a billing gain (the only network
to have one in fact— Jan. -April '54 over Jan. -April '53). Sure we lift our voice
in 328 markets other nets and other media miss. That's the great strength of Mister Plus.
But the lift that counts, we think, is the lift Mister Plus gives clients' sales.
Want a lift, Mister?
Mutual Broadcasting System
A Service of General Teleradio for All- America ...PL US
w
STORM COMINC" BY CLYDE BFOIM
|trL (^niiinJunZitLEA.
ITH a promising Fall Season, thousands
of farm families are ready to turn to the adver-
tiser . . . for the products their well-earned
money will buy.
How can the advertiser most effectively send
his sales message directly to the working families
in the Midwest? Naturally, through the media
that has helped build this market by serving its
people. That media is . . . WLS! It has given
these working families the kind of entertain-
ment, news, markets and other services that
have won their complete confidence and loyalty.
Yes, it's time for the advertiser to reap the
harvest that awaits him when he concentrates
his sales message in the Midwest
powerful selling of WLS!
through the
CHICAGO 71
890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY.
34
SPONSOR
12 JULY 1954
HAL FELLOWS, NARTB PRES., SOUGHT MERGER WITH TVAB R. A. MOORE, KTTV, ACTING CHAIRMAN OF "OLD" TVAB
ISIetC facts for sponsors: Advertisers will get increased flow
of facts about tv soon. Industry should have Television Advertising
Bureau before summer's out which will furnish facts about tv as part
of its promotional function. New TvAB will be result of merger be-
tween TvAB, which stations had organized, and planned tv promotion
bureau of NARTB. Pictures above are of two of industry's leaders
who helped bring about merger: NARTB President Harold Fellows
and Dick Moore, KTTV, of station-organized TvAB. Also in offing
for advertisers is official count of tv sets in all U.S. markets by
NARTB's planned Television Audit Circulation. (See page 76)
The 20 trends yon must
know about in fall radio-tv
Here from the pages of SPONSOR'S 8th annual Fall Facts issue
is your over-all look at this fall's hottest trends
I his is the eighth in sponsor's series of Fall Facts is-
sues. It is also the largest issue in sponsor's history, hav-
ing 268 pages. To help give you the over-all picture quick-
ly, sponsor's editors have prepared the brief report which
appears on the next two pages. Its paragraphs are high-
lights from the complete coverage which follows later in
this issue. This issue's function is to help you make im-
mediate buying decisions and to serve for the year-round
as a manual. It is divided into seven main sections: re-
ports on spot tv and network tv, on spot radio and net-
work radio; and three Basics sections, one on radio, one
on tv and one on film. The Basics give you fundamental
industry facts, many of them in chart form.
12 JULY 1954
■'.--/
You'll find complete index
for this issue on page 8
In addition to usual Digest Page appearing
with each issue of sponsor, this issue has com-
plete subject index to its seven main sections.
You'll find it helpful in looking for subjects
you are most concerned with. See page 8.
- -
35
Color tV is starting growth on local as well as national
level. Above, one of WKY-TV, Oklahoma City's live color shows.
For color coverage this issue sse Spot tv starting page 73 and Net-
work tv starting page 117. Results of SPONSOR survey of U.S. tv
stations and their color equipment appear page 76. Shown above
(I. to r.): Bob Doty, WKY-TV production supervisor; Prissy Thomas
who does announcements for client, Club Cracker; Milt Stephan,
Allen & Reynolds; Leonard Fox, Oklahoma sales mgr, for client
SPOT TV TRENDS
■ '■■ r , r> j'urt starts pagt '■'■
1. Stations are gearing up for color telecasting,
special SPONSOR postcard survej of all I .S. outlet show-.
More than seven out of ever) l<> outlet? hope to have
equipment to televise color shows From network lines he-
fore the end of the year. About 20', expert to install
color slide and film equipment for local-level telecasts.
\im the problem rests with equipment makers. Adver-
tisers are expected t<> move in on color spot t\ "experi-
mentally early tin- coming fall.
2. Official industry tv set count may soon be on
the way. Politz research firm has been retained b\
\ \l!Tli to stud) methods "I counting t\ sets in I .S., cir-
culation of t\ stations. Uso the station-formed T\ \H will
become all-industr) promotion bureau to distribute facts
and figures of television to advertiser-.
.'i. Heavy pressure is still on from advertisers
seeking nighttime spot slots. Reps report that night-
time turnover of advertisers in largest markets is often
less than l'». Result: Man) advertisers are moving in on
afternoon and morning slots rather than sweat out the
long "priorit) lists.
/. Tv film industry is booming. Willi network
costs at all-time high, man) advertisers are using multi-
market campaigns built around syndicated 61m programs.
Somi 25 I -I today's syndicated \idpi\ business is in
tin- field. In film commercials, trend is toward more
animation and Eewei non-extra actors, larger per-filra
budgets and smallei numbers of film commercials, leading
prodw '-I- report.
N ETWOR K TV TRENDS
I <•'. [( n port starts pagt 1 IT
/. The SRO signs at nigHl are up earlier for this
fall than in previous seasons. Nighttime availabilities on
CBS and NBC are non-existent. \BC and Du Mont have
time available, though former i- filling up it- evening pe-
riods nicely.
2. Clearances uill he easier this fall than last
though it is hard to generalize about this complicated
subject. There are -till a number of problem area- and
there is no relief in sight in a few of them. The agent ies
-till have men traveling around the countr) trying to clear
time for specific show-.
3. Costs will he up for most advertisers. One
reason: fierce network competition i- bringing forth more
expensive shows, such as the NBC spectaculars. There are
also the "normal" increases [or talent, -rript. etc Time
costs are increasing with more t\ homes and larger -ta-
lion lineups.
4. Economic pressures an' causing many uhf
stations to go of] the (dr. There is no apparent spon-
sor prejudice againsl uhf stations \«-r se. Most sponsors
realize that rate of uhf conversions i- closel) linked with
ee <>f \hf competition a uhf station Faces.
• >. Despite paucity of color sets in homes, color
programing and station conversion to transmit color
is continuing at a healthy rate. The number of color
sets i- likel) to be much below earl) estimates.
6. Time franchises are more vulnerahle. The
bumping of I .S. Tobacco's Martin Kane and / oice of
Firestone From NBC program lineup, the "right-of-wa)
programing of spectaculars and strong grip on programing
b\ network- are all evidence of this trend.
36
SPONSOR
SPOT RADIO TRENDS
Completi report stints pagi 195
1. Major shifts have taken place in spot radio
sales strategy of reps, stations. Among key develop-
ments: more "service"' packages of news, weather, traffic
bulletins aimed at in-home and out-of-rfome radio audi-
ence; more efforts to stretch Monday-through-Frida)
morning programing to Include Saturdays thus giving sta-
tions an "extra morning'" to sell: more nighttime low-cost
saturation plans; more programs beamed toward pin-
pointed audiences.
2. "Total" measurement of radio to he feature
of fall spot buying. As timebuyers become more re-
search-conscious, new research tools are being developed.
Nielsen expects to start his new area radio-tv measure-
ment service, Nielsen Station Index, in October. Pulse
plans to conduct more full-area studies, more out-of-home
lating. Time buying today also makes use of audience
composition data, cumulative ratings, turnover.
3. Spot business outlook continues to be general-
ly optimistic. Spot program hours of mornings, after-
noons, early evenings and late at night have been least
hit by tv, are most popular with agency radio buyers.
Annual level is over $135 million.
4. Radio's '"''specialties'''' are gaining favor with
audiences, buyers. More than six out of 10 stations air
one or more farm shows. Nearly 140 radio outlets pro-
gram more than 10 hours weekly of classical music. Some
375 stations aim programs at Negro market; 22 outlets are
100% Negro-programed. Foreign-language broadcasts are
holding their own in many of the nation's largest metro-
politan areas.
NETWORK RADIO TRENDS
pli It if pen t . '.
1. Nighttime costs will take a dron ill the fall
with time discounts set for an increase on CBS and NB(
ABC is expected to follow suit. Mutual will ontinui its
"automatic rate cuts" as new i\ outlets come on the air.
i Vdmen quoted in this section explain whal effect t li«-\
think cost reduction m ill have. >
2. Programing trends will be marked by greater
use of strips at night. CBS will add an houi of them.
There arc four reasons for this trend: i I i reduced show
costs per advertiser. (2) sponsor can gel large cumulative
audiences quickly, (3) networks can sell them as spot car-
riers and ill audience- can remember them more i tsil)
than different programs each day.
3. More spot carriers will he offered for sale
in the fall. Mutual i^ expected to gel an O.K. on carriei
strips in the morning and afternoon from its affiliates.
NBC has added a spol carrier .it night and CBS ma) sell
its new strips in 7 1 ■j-niiniitc segments.
4. New set count figures and radio listening data
will shed additional light qu radio and will -park new
radio promotion efforts \<\ broadcasters. ><t figures gath-
ered by Politz for BAB and networks will be released
shortlv. Mutual will also release data.
5. Program formats will he increasingly marked
by relaxed, easy-to-lislen-to fare with the disk jockey
approach coloring nunc and inure shows. 1 be networks
will seek to differentiate themsekes from independent sta-
tion d.j. shows b\ using big names.
6. The possibility of a regular measurement of
auto listening nationally by Nielsen will ui\e fillip to
networks effort- to reach auto listener
Important recent net radio nui/.v include those of spon-
sors below. Merit Card bought Martin Block on ABC, company's
first net radio buy. Royal Crown bought Robert Q. Lewis on CBS
Saturday mornings to get big pre-marketing audience. Florida Citrus
Commission is sponsoring "Florida Calling " on MBS, first net buy for
Commission. Prudential is buying into "Fibber McGee and Molly" on
NBC at night. Prudential wants to reach men, biggest insurance
buyers, feels night is best time. See Network radio starting page 251
FLORIDA range Juice
G* Hl"^ 5 '
COLA
t'M
12 JULY 1954
37
2fi article* of media study
now beinif printed in book form
The 26 articles of the All-Media Evalua-
tion Study art now being reprinted in
book form. Copies should be available
in August at $4 each. Volume will run to
about 200 pages, 130,000 words, sponsor
format, with all the numerous tables,
(■hurts dud surveys as they appeared in
tlu original articles. Agencies, adver-
tisers, broadcasters will find volume
most complete on media evaluation
published to date. You may order now.
Highlights of the All-Media study
Here's a summary of what each of 26 articles in 2-year study contains. You
will want to read, then file this with study as convenient reference
Sponsor's two-year All-Media Evaluation Study will
have been time wasted if the agencyman, advertiser and
broadcaster for whom it was undertaken don't use it.
To give you an idea of its scope the following summary
i next three pages) was prepared. You'll find it not onlj
a concise digest of what the study entailed hut also a
reminder of what you might have overlooked or forgotten
when the articles first appeared. After reading it. we
suggest \<»u file it with your media articles as a reference.
For those who want the study in book form, we BUggest
\>>u order the hound volume due to be published in
August at $4 a copy.
Here are the 10 most important conclusions of the series
i for a full discussion, see 28 June 1954 issue) :
38
1. Media evaluation lags far behind copy, market.
2. Much money is wasted on noa-scientific practices.
3. Lack of research on much advertising is appalling.
4. On the other hand, widespread acceptance of many
new "tools" is equalK had.
5. Refusal to experiment in use of media is notorious.
6. Methods for choosing media, especiallv for new
products, are often primitive.
7. Much research to prove one medium "best is useless.
8. It is possible to set up an accurate intermedia test.
9. Reasons given by some advertisers for not using
air media are incredible.
10. Psychology, especially study of motivations, has
a vital place tn media evaluation. * * *
SPONSOR
PART 1. "Why evaluate ad media?" Ten pages of
charts including 30 tips to advertisers, agencies and media
on evaluation. Two-page chart spells out how typical agen-
cy analyzes each major market. Another chart gives figures
through years to show how all major media complement
each other after initial period of competition (all prosper
or show revenue declines simultaneously). Article shows
why media selection still is in "cave man stage," cites ex-
amples of various yardsticks (20 April 1953 issue).
qp 9fi ff*
PART 2. "Media Basics I." Two pages, including one
full page of charts and figures, are devoted to each of the
following media: newspapers, direct mail, radio and maga-
zines. Advantages, limitations, biggest clients and growth
charts are given for each medium. Spokesmen foT each
medium tell why advertisers should include their particu-
lar media in total advertising schedule (4 May 1953 issue).
qp 2ft qp
PART 3* "Media Basics II." Two pages, including one
full page of charts and figures, are devoted to: television,
business papers, outdoor and transit. Advantages, limita-
tions, biggest clients and growth charts are again given for
each medium and media spokesmen tell why advertisers
should include their particular media in total advertising
schedule (18 May 1953 issue).
JPART 4. "I. How to choose media." Different agencies
use different yardsticks in selecting media for ad campaigns.
The various techniques are discussed here. Tips from spon-
sor's All-Media Advisory Board and executives of research
organizations are given on setting up research, choosing
objectives. Chart comparing billings of magazines and air
media rebuts Life's claim that it leads media parade in an-
nual billings (1 June 1953 issue).
.PART 5. "II. How to choose media." Debate on wheth-
er some advertisers' newspaper backgrounds and complex-
ity of air media create bias in favor of print. Twenty-six
advertisers, agencymen and researchers discuss factors they
personally consider most important in selecting and rec-
ommending media (15 June 1953 issue).
PART 6. "What sponsors should know about Life's new
4-media study." Article debates whether Life's study is
really impartial, reprints charts from study to show mis-
use of statistical data. Network researchers' and agency-
men's opinions on the study are quoted. Highlights of the
report are given with comments by air and print experts
on various points (29 June 1953 issue).
*e
*
* *
PART 7. "Beware of these media research pitfalls!"
Why both the print and air media are guilty of over-
reaching in their research. Various media sales tests —
including tests made by radio networks — are examined to
show validity or non-validity. Four principal methods of
measuring sales effectiveness are given, with their weak-
nesses. Chart points up 10 media research traps for the
unwary (27 July 1953 issue).
12 JULY 1954
<•<•
1)
<V
99
33
a?
39
99
Here are excerpts front letters
to SPONSOR on Media Study
RESEARCHER. Benjamin Shimberg, asst. to pres.,
Educational Testing Service, Princeton: "I think
SPONSOR is to be commended for undertaking a
project of such magnitude. In so doing you are
rendering an important public service, not only to your
subscribers but students and researchers as well."
AGENCYMAN. Reid Webber, president, Webber
Advertising Agency, Grand Rapids: "This is a noble
service to the advertising industry and should
strengthen the scientific use and result-fulness of
the several media."
MARKETING MAN: H. D. Everett Jr., director of
marketing research, Ford Motor Co., Dearborn,
Mich.: "Again I would like to compliment you on this
series of articles and put in a request for several sets
oif reprints of the whole series after its completion."
STATION MANAGER. Frank Stubbs, station manager,
KLMS, Lincoln, Neb.: "I am sure that this will
prove to be one of the most valuable things yet
done in the business and I am most anxious to
get all results in a single volume."
AGENCYMAN. James A. Boyce, The Mautner Agency,
Milwaukee: "Have found your recent Media Series
both invaluable and elusive — seems EVERYONE has
found a use for it. The problem in our agency
is that only I tore the series out of the magazines
when it appeared. Would you be good enough
to send me a reprint of the entire series which I
could file for general agency use — then maybe
I'll get to use mine once in a while!"
SPOT SALES MANAGER. Sam Cook Digges, general
sales manager, CBS TV Spot Sales: "Please reserve
me a copy of SPONSOR'S All-Media Study. . . . This
is to be a personal copy for me, and I will be glad
to send you a personal check. . . . SPONSOR is cer-
tainly to be congratulated on this excellent study."
MEDIA MANAGER. Laura B. Mang, manager of media
department, Moser & Cotins, New York: "The articles
have presented very intelligent treatment of contro-
versial subjects and we shall greatly appreciate having
them in book form for examination and reference."
STATION MANAGER: Arch L Madsen, manager,
KOVO, Provo, Utah: "I think your marvelous Media
Evaluation Study is one of the very finest things that
has ever happened to us in radio. Please arrange to
send this station four copies of this entire series."
39
( oming up next on nicclia
/ „ ,, articles growing out >) tht ill-Media Evalua
lion Study will bt published in SPON80B soon; (1)
Da I, Dunne's analysis of media trends which hi
inn, I. for Sullivan, Stauffer, Colwell d Bayles when
tru dia >■ sean h dv • ■ tot ; (2) Advi rtt st /.'-
search's test oj a half-how segment oj Your Show
i>i Shows vs. a doable-pagi spread in Life on ad
r< i all. Gu< sa who won!
PART 8. "II. Beware of these media research pitfalls!"
Entire text of Advertising Research Foundation's criteria
for advertising and marketing research is reprinted. Twen-
ty-one researchers, agencymen, advertisers and air experts
lell how the) set up tests and use media research i 2 1
VugUSl 1953 issue i.
PART 13. "Win these 31 advertisers DON'T use air
media. Results of mail-and-phone survey of 199 advertis-
ers who are non-users of the air media. Easy-to-read chart
li-l- name oi company, product it manufactures or dis-
tributes, agency, 1033 advertising budget and the reason*
it gave for not using air media. Among reasons most
common!) cited: product '"unsuitable"' for air advertising;
radio and or t\ are "too expensive": radio gives too much
coverage where product isn't being sold; radio and/or tv
"flopped" in past, firm hasn't tried them since i 16 No-
vember 1953 issue).
I*/1RT II. "'What's wrong with the rating services."
Comprehensive reference chart gives point-by-point com-
parison of the rating services from the standpoints of basic
data supplied: techniques; sample bases; limitations, and
advantages. Includes sponsor's own ideal rating system
and how the six existing services compare from aspect of
sample size, breakdown of figures given, and so on. In-
cludes seven important DONT'S in using ratings (28 De-
cember 1033 issue).
PART 9. "How 72 advertisers evaluate media." Four
pages of charts tabulate answers each of 72 advertisers
gave to sponsor's 16-part questionnaire on media evalua-
tion. These advertisers spend total of S137 million annu-
ally on advertising. Questions are explained and sponsor's
conclusions given. Includes information on advertisers'
sources for media data; methods of determining media ef-
fectiveness; which medium advertiser considers most ef-
fective. Includes list of 1 1 most important facts learned
in survev of 2.000 advertisers I 7 September 1953 issue).
PART 10. "How 94 agencies evaluate media." Four
pages of charts tabulate answers each of 94 agenevmen
gave to sponsor's 16-part questionnaire on media evalua-
tion. Includes information on agencies' sources for media
data: methods of determining media effectiveness; which
medium agenc) considers most effective. Background of
admen answering questionnaire is also given. List of 10
most important facts learned in this surve) of 1.000 agencv -
men (21 September 1953 issue).
PART 11. "How BBD0 evaluates media." Bernard C.
Duffy, presidenl of Batten. Barton. Durstine \ Osborn, one
ol worlds largest agencies, gives personal opinions on the
various media, tells what his agencv wants to know about
media before planning an advertising campaign. Included
are specific examples of which media are best to lill special
needs of certain products (5 October 1953 issue)
PART 12. '"How I. mil Mogul tests media weekly for
Rayco." Customers fill out card- while thev wait to get
their auto seat covers fitted. These cards indicate what
made customei come to Rayco for seat covers and in what
media they've noticed Rayco ads. Article i:ivc> results "I
such tests, with detailed explanation of how agency can go
about Betting up similar Bystem for its own clients. Full
page of charts shows Low vmi can profit bv being able to
check media on weekly basis (19 October 1953 issue).
PART 15. "What's wrong with print measurement ser-
vices?" Facts about the three readership sendees includ-
ing their sampling methods, questioning procedures and
how much each one costs. List of basic questions adver-
tisers raise about readership sendees. Article includes
opinions of researchers on the services, explains win know-
ing the facts about each one is vital to advertisers and
agencies ill Januarv 1954 issue).
PART 10. "How different rating services vary in the
same market." Ward Dorrell, research director of John
Blair & Co. and Blair Tv, station rep organization, peints
out the fact that different sendees often come up with
widely divergent ratings and sets-in-use figures for the
same market. Dorrell underscores importance of using
other criteria besides ratings when planning advertising
campaign. Three easy-to-read bar charts give examples of
variation in same markets I 25 Januarv 1034 issue i .
PART 17. "Can you set up an 'ideal' media test?"
Most researchers assert it's impossible to set up a fool
proof or ideal intermedia test. Includes descriptions of
three agencv attitudes towards testing and explanation of
win testing i< so important and so difficult to perfect
Three table- describe the "ideal" intermedia test based
on interview- with 150 media expert-, li-t 10 do's in
media testing and -bow some variables that make testing
difficult '22 February 1954 issue).
PART 18. "II. Can you set up the "ideal' media test?"
Article quotes -even media authorities on bow to solve
the media-testing problem. \n analysis of the four meth-
od- of market resean h recommended bv one independent
researchei is given. List ol 51 advertisers who have tested
media, chart ol media tests used bv various agencies and
advertisers and 10-point market testing check list bv \. C.
Nielsen are included (8 March 1954 issue).
40
SPONSOR
PART 19. "How Block Drug tests media." George J.
Abrams, advertising director of the Block Drug Co., Jer-
sey City, tells what his firm has learned from hundreds of
media and copy tests and the steps it takes to set one up.
Block Drug spent $5.5 million in advertising last year,
6595 ' n air media. Among Abrams' tips: use markets
typical of the U. S.; don't accept statistics blindly (22
March 1954 issue).
P/XRT 20. "I. The psychology of media." Article gives
results of tests to indicate which media are best under
certain typical conditions. Findings by sociologist Joseph
T. Mapper on 20 years of pre-tv testing on psychology
and media are given in chart form. Objective reports on
Prof. Paul F. Lazarsfeld's newspaper-vs. -radio study and
other experimental studies are included. Among the tests
discussed are experiments by Dr. Frank Stanton, now pres-
ident of CBS. while he was an instructor at Ohio State in
1933 (5 April 1954).
*n "v *x*
PART 21. '41. Psychology of media." Nine statements
by leading philosophers, psychologists, researchers, adver-
tising executives and college professors on the psychologi-
cal values of media are included. Article examines which
media contribute most to raising the cultural level of the
American people; explains why air media are "dynamic"
and print media "static"; tells why one psychologist feels
all media evaluation should be put on a psychological
basis (19 April 1954 issue).
PART 22. "III. Psychology of media: Why admen
buy what they do." Adman's own personality and charac-
ter may have more direct bearing on his media choice
than the physical or psychological qualities of the various
media themselves. Article reveals inner motivations of ad-
men in their choice of media may derive from background,
job security, personal bias, desire to win recognition. Dr.
Ernest Dichter, president, Institute for Research in Mass
Motivations and Media Advisory Board member, explains
why he feels fear and insecurity often hit admen. Due to
fear, he says, admen often fall back on substitutes for
creative thinking such as the cost-per-1,000 concept and
repetition (3 May 1954 issue).
2f» Jfr ^f.
P. ART 23. "Do radio and tv move goods?" Two charts
document fact that most large advertisers, in all product
categories, use air heavily. A total of 66 advertisers spend-
ing $178 million this vear (nearlv $50 million of it in air
SPONSOR thanks Its advisers
For 22 months 12 leaders in tin a< g /,,.,
fession (names printed below) helped spi
maintain a high h i - 1 o) .,;-,,, ,/
in its All-Media Study. Now sponsor wishes i<>
thank these 12 ad experts /</«> th< do ■>
men, advertisers, media n psycholo-
gists, broadcasters and others who ha
to tin series during tin two-yeai span.
media) answer sponsor's four-part questionnaire, tell what
media they use and how will they sell. Article quotes 47
heavy air advertisers on why they like radio and l\. what
are strengths and weaknesses of both media and what re-
sults they have had (17 May 1954 issue).
PART 24. "Media article 24: Conclusions by Advisor)
Board." sponsor's Editorial Director Ray Lapica asked
the 12 members of the \1I-Media \d\ isor\ Board to write
down their comments, summaries, interpretations or refu-
tations of the previous articles in the series. Six of the 12
discuss such topics as magazine-of-the-air tv concept; out-
of-home radio audience; 10 questions to consider in time
buying (31 May 1954 issue).
PART 25. "Media article 25: Conclusions by Advisor)
Board." The last six of the 12 members of the All-Media
Advisory Board present their comments, criticisms, inter-
pretations of the previous articles in the series, \inong
the topics discussed: relationship among distribution,
product and media: importance <>f cumulative advertising
impressions; ratings as a yardstick i I 1 June 1 ( J54 issue I .
PART 26. "SPONSOR'S conclusions." Final article in
the series gives personal observations, conclusions drawn
from hundreds of interviews, -urveys conducted in course
of 22-month study. The stud) involved interviewing per-
sonally some 200 of the leading advertising experts in nine
cities. It meant 14 trips, 11 separate mail surveys, one "t
them alone covering 1,000 advertisers and 1,000 agencies.
Among SPONSOR'S conclusions: The advertiser, agency or
broadcaster who stops trying to find a better method of
evaluating media will fall behind (28 June 1951 issue I .
SPONSOR'S All-Media Advisory Board
George J. Abrams ad director, Block Drug Co., Jersey City Marion Harper Jr. president, McCann-Erickson, Inc., New York
Vincent R. Bliss executive v. p., Earle Ludgin & Co., Chicago Ralph H. Harrington ad mgr., Gen. Tire & Rubber Co., Akron
Arlyn E. Cole president, Cole & Weber, Portland, Ore. Morris L. Hite president, Tracy-Locke Co., Dallas
Or. Ernest Dichter pres., Inst, for Research in Mass Motivations J. Ward Maurer ad director, Wildroot Co., Buffalo
Stephens Dietz „ v.p., Hewitt, Ogilvy, Benson & Mather, New York Raymond R. Morgan pres., Raymond R. Morgan Co., Hollywood
Ben R. Donaldson ad & sales promotion director, Ford, Dearborn Henry Schachte senior v. p., Bryan Houston, New York
12 JULY 1954 41
I his map is J. Wttrd >I«iur«'r'.v gitidt" in ml planning
Wildroot breaks U.S. into 100 natural product distribution areas, plans each market's
budget separately. Maurer, ad director, buys as many radio announcements in each
market as budget permits, uses at least one comic-strip weekly per market. Left-
over money goes to other media. Budgets are based on sales, past experience
Whj Wildroot has 100 ad budgets
Company believes niarket-bi -market approach avoids waste in spending',
helps achieve proper balance between loeal and national ad media
\\ ildroot is unique because:
1. It has 100 a<l budgets, not one.
2. It spend- 35' i 01 it- over $3 mil-
lion ;ul budget on spot radio, nothing
on network radio or l\ .
.'■5. It has had onl) one agenc) o\ er
the past in \ear- BBDO.
1. It has a unique jingle which it-
own ad director, .1. Ward Maurer,
m rote 1 I \ i.ii - ago and w hich i- <till
going strong.
\\ alk into I. \\ .ml Man hi- office
and llie In -I tiling that < at lie- you]
42
by Keith Tranttno
eye is a big map ol the I nited State-.
Maurer i- advertising director of the
\\ ildroot Co. in Buffalo. The bright!)
colored map on his wall isn't a politi-
cal or geographic one. It'- an econom-
i< map showing the Wildroot's whole-
sale trading area-, the distribution
areas surrounding the cities where
Wildroot jobbers and wholesalers have
Illlllllllllllllllllllllllllll!
case history
their warehouses isee picture aboi
That map i- the basis for Wild root's
national and loeal advertising budgets
(principally for Wildroot Cream Oil
hair tonic). Win does Maurer rel\
on cartography when planning hi> ad-
vertising program? Win doe- he split
the country up into a hundred mar-
kets.' Here's what he says:
"I believe that all national advertis-
ing should be looked at carefully.
When you break down your national
advertising media on a county-by-
SPONSOR
county basis — or, as we did, on a mar-
ket-by-market basis — you see that you
can't cover the country with national
advertising alone.
"In too many markets you'd be over-
spent.
"To cover the country, you need
both local and national advertising.
But that poses a toughie: How do you
know how much you should put into
national? How much into local?
"So we break the country down in-
to natural distribution areas. Then
we get the circulation figures for na-
tional and local media for each county
which is within the distribution area.
From these figures we can determine
exactly what each medium costs us in
the market.
"Maybe we discover we're not get-
ting good coverage from national me-
dia in a certain market. Then we know
we should use more local media. We
can figure out how much money we
should spend in local media by know-
ing the population of the market, the
cost-per- 1,000 of reaching potential
customers and the cost of the national
media in that market."
For every color (representing a dif-
ferent market I on the big map on
Maurer's office wall there is a separate
budget.
When Maurer and his staff figured
out the Wildroot wholesale trading
areas, they just happened to end up
with an even 100 markets.
"When I say we have 100 markets,
it looks as if we arbitrarily divided the
country into a hundred pieces. We
didn't. That's how many wholesale dis-
tribution areas we have," he explains.
There are other advantages, besides
allocation of national and local media
budgets, to working on a market basis.
For one thing, says Maurer, you can
get county-by-county statistics that will
help you figure out what your sales for
the whole market should be I by add-
ing up the counties in the market).
On the county level, Wildroot uses
Commerce Department, Census and
Nielsen figures, among others. Maurer
told SPONSOR:
"I believe that our 100 market ap-
proach is at least somewhat unique. I
have no doubt but that Procter & Gam-
ble, and a few similar companies, who
are so research minded, have been
working on this same principle, and
perhaps have perfected it to a finer
degree than we have been able to do.
However, from my knowledge of
imtui MtttM ii in ■ Hiiiiiininiiiiiniiii iihh ■■■iiiiuii iiimiii i mi ihiimii imiii
Wildroot's approach bulls down to:
LOO advertising budgets one for each wholesale distribution area
Cost of national advertising broken down by a count} bj county basis
Each Ideal ad budget (lepra. Is partly upon national media COSl in
Entire radio advertising budget — $1.1 million into spol
Wildroot retains campaign theme, changes media, way media are used
Agency considered business partner rather than strictlj idea factory
aiMiiiuuiiiiii n ii mi hi iniiiiiii iiiiiiiiiiiiiiiiiiiiiniiiiiiiiiii minimum h mimimmimi iiimmmiiimii mmuii
what other companies do, and the peo-
ple that I have talked with in connec-
tion with my ANA activities, I be-
lieve that any companies who have em-
ployed this approach are certainly in
the minority and if sponsor can do no
more in this article than to stimulate
the thinking of the majority of the
companies who have not attempted this
approach, I think it is a worthwhile
contribution."
The budget for each of the 100 mar-
kets now is based on Wildroot's sales
figures and die company's own past
experience. But Maurer says:
"We do not consider only the sales
and advertising relationship, but also
take into consideration such factors as
the total hair tonic industry sales, on
the market-by-market basis; share of
market figures which are furnished by
the A. C. Nielsen Co.; male popula-
tion figures according to the 1950
census, etc."
At present 11% of Wildroot's $3
million-plus media budget goes into
national media — and currently nation-
al media consists of only magazines.
Thus, about $2.7 million is going
into local media. This is fairly new
for Wildroot which, in the past, allo-
cated most of its budget to national
media. "But when you look at it from
a market-by-market basis." savs Mau-
rer, "it becomes apparent that a com-
bination of local and national adver-
tising is the only thing that makes
sense.
"I do not mean to take a crack at
national advertising. However. I think
most people who serious!) study the
proposition will find out that a combi-
nation of both national and local is
ideal."
Two basic media for all W ildroot
markets are spot radio and dail\ news-
papers. More than a third of W ild-
root's total ad budget goes into spot
radio, with the company currently us-
ing more than 500 stations.
In each market. Wildroot bins at
least one COmic -trip per week in a
newspaper. And as many radio an-
nouncements as it can afford. If there
is money left over for u-c in a partic-
ular market, it is invested in car card-,
television, outdoor and other media.
While each of the 100 budgets now
is based on sales figures and past ex-
perience. Maurer believes that it i-
onl) a matter of tune until he can fig-
ure out the potential sales figures for
each market. With this data, "it rna\
be more intelligent for us to base ad-
vertising budgets on each markets po-
tential," says Maurer.
"If that happens, and with the op-
portunity to sales test in those mar-
kets, then we may get close to finding
the answer to a problem we've won-
Copy tests sold Maurer on using Fearless Fos-
dick for '54 campaign. Fosdiclt ads embody
"Get Wildroot Cream Oil, Charlie" jingle
theme used past 12 years. Maurer wrote jingle
^EARLESS
/^bSDICK
OETT?C"nvE
3v Cvg. On fifa-
*4I
an -. • ,
I 'J**-.. *****
1 ** AG <^>4,f-4>WE I TuEiaLTOO-
- .-f C -m ~
*„. M»4 &U^ L T~% IN ""« ftOCV * : ^^J -•? !•■■*. , i - •
W*0» TXAT *«i„ r— — — jP^v, -* • cue -
f NEU,BL£»»
- C«»X»-E=> | LOC* ►
wfc>-)" WLEHOOT CBtAM
DO TWE T».\» " ASO saOic
Ann-face- moOi^touXK
i >oua A«Msr~
J<wS- UNI "EX M-O
don't mws THIS TWW1C
12 JULY 1954
43
lined about [or a long, Long time:
When do we reach the point <>l dimin-
ishing returns?
•'It took .in awfull) long time to
work ciii "in I' 111 markets, and to
make u|> a different budget Eoi each
market," Maurei add-. "It's -till time-
( onsumin
For Maurer. however, the problem
«l«>iil>tt«-—— was a lot easier than !"i oth-
ers less mathematically inclined.
\i an advertising convention in
White Sulphur Springs a year ago
Maurei was asked l>\ a sponsor re-
porter after a golf game how much a
golfer would lose it lie lost every bet
at 10c a hole, to he doubled on each
hole. In less than one minute — be-
tween soaping and showering — Mau-
rei had it figured out: "Over $13,000."
(Exact figure: $13,107.20.)
In discussing \\ ildroot's advertising
hi-torv. Maurer will tell you that
"'there are two wavs ol advertising
oui kind of product.
"One: lake your pick of media.
then stick with it with bulldog deter-
mination, changing only your theme.
"Two: Take a theme, stick with it,
ami change onl) your media and the
wa\ you use the media.
"We do the latter. We've used the
same theme — 'get Wildroot Cream Oil
Charlie' — for 12 years. Instead of
changing our theme, we've changed
media and our media use.
Now spending 35' < of it- budget in
spot radio. \\ ildroot i- not won ied
about the nuinhei uf tv stations in
am given market. It due- buj radio
time to avoid tv competition, however,
insofai as the period of daj is con-
cerned.
Maurer. through \\ ildroot's agency,
BBDO, u-uallv buys radio announce-
ments in the earl) morning, late in the
afternoon I to catch teenagers since
Maurei i- convinced it is important to
■jet customers while tin-vie young),
some late at night. Maurer tries to
reach a male audience. "Of course,
he savs. "it's hard to reach an all-male
audience, but we do want a pretty
good pari of our audience to be male.
We also want a voting audience. Prac-
lieallv all our advertising the past 10
or 15 years has been planned with the
idea of not onlv reaching men. but also
young fellows.'
As basic to Wildroot's advertising
strateg) a- it- never-changing theme is
its use of the W ildrool singing com-
mercial — now considered a classic in
the realm of musical announcement-.
Maurer wrote the words and music
to the jingle in 1942. He won't -av it
made Wildroot the largest selling hair
Ionic overnight, but he's prettv sure
it helped in boosting Wildroot to its
claimed No. 1 position.
Wildroot's jingle has been on the
,iii since 1943 but it didn't mark the
company's first radio experience.
Wildroot used air media as eariv a-
\ ( y\2. but until Mautcr's jingle came
along the firm's radio results were
somewhat discouraging.
Back in '32 W ildroot sponsored a
weekK 15-minute program featuring
an "Elizabeth May" who gave women
hints on the care ol the hair. I here
also was some spot activity; Wildroot
bad participations, foi example, on Ar-
thur Godfrey's Sundial on W JSV | now
WTOP), Washing D. C.
There was a three-year hiatus, then
W ildroot sponsored a program in it-
home town of Buffalo during the la-t
13 weeks of 1935. The compan) want-
ed to build it into a show of network
calibre but it nev er quite came oil.
The vear 1936 Wildroot would just
as soon forget. Everything went into
radio thai \eai neailv ever) nickel
of the $250,000 budget. Results were
less than astonishing.
About the time Wildroot was look-
ing around for a program in '36, led
Husing had just published a hook. 10
Years Behind the Mike. W ildroot hired
Husing on CBS. put him on a show
named after the hook, gave him mii-i-
cal support from a group called The
Charioteers lone of The Charioted-.
[Please turn to page 224)
li|i'iici/ is "blUineM partner": Wildroot, BBDO ad execs
hold frequent meetings to exchange ideas, information. BBDO has
been firm's agency for over 40 years, is regarded as "business part-
ner" by Mcurer, is in on all planning from beginning. Below, I. to r.,
Alan D. Lehmann, BBDO a e (seated), Earl Obetmeyer, asst. to Wild-
root ad dir. (standing), J. Ward Maurer, Wiidroot ad director, Jay
Larman, asst. a e, BBDO (standing right), Charles Dentiger, Wild-
root media director. In center: star of Wildroot commercials, Fosdick
44
SPONSOR
10 TOP CASE HISTORIES
Updated condensations of SPONSOR articles appear below. Many other condensed articles
plus capsule result stories appear in Radio Results and Tv Results, out this month
ERICAN AIRLINES: ALL-NIGHT RADIO
MUSIC GETS BIG AUDIENCE AT LOW COST
.1 rtifl, (tjijt, ared 4 May 1953
Few businesses are as competitive as airline operation, and
no airline can stay on top of the heap unless its management
comes up with a steady stream of fresh ideas — particularly in
the twin fields of advertising and airline promotion.
In summer '52 C. R. Smith, the hard-driving Texan who is
AA's president, spotted a new advertising opportunity for his
airline. An executive who often sits up half the night to go
over detailed reports from far-flung AA regions, Smith just as
often keeps a radio going at his elbow. How many others,
Smith wondered, also tune their radios to all-night broadcasts?
Research executives of CBS and Ruthrauff & Ryan, AA's
agency, scheduled a meeting. The findings: audiences are big
and costs are low in nighttime radio.
By the end of 1952, there were many concrete developments.
CBS Radio Spot Sales had quietly checked with five owned-and-
operated CBS outlets— WCBS, WEET, WBBM, KCBS and KNX
—and a key affiliate, WTOP.
When the contract was signed it proved to be a corker. Con-
vinced that it had the right time slots and the right program
format, AA made ■< deal for the largest single block of radio
airtime in broadcasting history — 30,000 hours over a three-year
period. Cost for time and talent: an estimated $1,500,000.
The midnight-to-dawn (five and one halt' hours) shows fli
plenty of advertising coverage to the sponsoring airline. By a
conservative CBS estimate, something like 80% of AA sales
territorj is within easy reach of the six CBS outlet-.
Program 'policy: The problem which faced AA and CBS from
the beginning was to find a program with wide appeal.
AA's shows feature a smooth blend of com
tunes, operatic excerpts and popular symphonies.
Commercial policy: Early in the game, AA and Ruthrauff &
Ryan decided commercials would be live, in semi ad-lib st
During the first two hours of any of AA's shows, the
mercials are tailored to the particular market.
The last three-and-a-half hours of AA's all-night shows
ture institutional pitches which are general. * * *
What's happened since: AA's radio contracl as reported above
runs until 13 April 1956. Air advertising today is unchai -
PALL MALL: AIR GETS OVER 50% OF BUDGET,
HELPS MAKE CIGARETTE NO. 4 IN SALES
Artich appeared 23 March 1953
One of the hottest trends in the cigarette business today is
the sizzling sales climb of king-size brands. And the hottest
king size brand is Pall Mall.
T.ike all big cigarette advertisers, American Cigarette and
Cigar (division of American Tobacco) places over 50% of its
budget for air. sponsor estimated that somewhere between $5.5
and $6 million would be spent to advertise Pall Mall in 1953
and about three-quarters of this would go into radio and tv.
The tv cost trend had been hitting Pall Mall hard, what with
it carrying two network shows, The Big Story and Doug Ed-
wards and the News. So American Cigarette and Cigar and its
agency, Sullivan, Stauffer, Colwell & Bayles put a tv show on
alternate weeks. The program affected was The Big Story, the
alternate-week partner, The Simoniz Co.
The new surplus was diverted to other media. Half went to
magazines and Sunday supplements, half into spot radio.
The campaign is Pall Mall's biggest in spot radio since its
famous saturation drive during 1941- '42. It 's in 45 markets daily.
Tobaccomen have been watching Pall Mall 's meteoric rise for
12 JULY 1954
a number of years wi bow did Pall Mall do it .'
One of the keys to the solution is another question
Pall Mall sales on the rise because it is king size, or are king-
size sales on the risi of Pall Mall.'
It should not be surprising to learn that Paul M. Halm, presi-
dent of both American Tobacco and American Cigarette and
Cigar, favors the latter viewpoint.
Those who take the opposite viewpoint, namely that l'all Mall
has been riding a king size trend anyway, come up with this
analysis: (1) King size cigarettes are on the way up because
consumers feel that the extra length filters out nicotine. (2)
Kings an popular with women. (3) Appeal to economy-minded.
Two more reasons are often given to explain
1. Co '■ Copy themes are fairly stable.
2. The pi color. The design and color ("Pall Mall
red") of the pack had a lot to do with it- * * *
WTiat's happened since: Firm sponsored ABC TV- l:
show this past season, is switching to Danny Thomas, ABC TV,
in fall. The radio drive continues through '54.
45
LO L°L C _ASE HISTORIES
CASTRO CONVERTIBLES: ONE STORE BECOMES
$10 MILLION BUSINESS WITH AID OF TV
Artich appeared 18 May 195 I
Can a local retail store tit t\ into its advertising budget .'
Castro Convertibles, until 1948 n Bingle store with a handful
of salesmen, found thai the small advertiser can afford tele
vision, and, furthermore, thai clever use of air media can lie
the Bkj rockel to success.
Today, Castro Convertible sofas are manufactured in several
plants, are sold in seven stores in the New York metropolitan
area. Until his debut in television in 1948, Bernard Castro,
incident of Castro I mi \ci t ildes, ne\er sold more than LOO units
a week in his small L' 1 st Street and Sixth Avenue store. A
SPONSOR guesstimate places Castro's present sales volume at well
over $10 million. Agency: Newton Advertising.
Known since L948 for his memorable tv commercial, Castro
began using radio in October 1950 to gel frequency of impact.
Here is Castro's formula:
Use tv tor product demonstration, and to identify copy theme
(iu Cast id's case: "easy to operate") with product. If your
product is bought by women for the home, place your com
mercials near earlj evening programing to create demand bj
the .utile family.
Castro gol the idea for a film commercial the firm lias been
using e\er since I'.Us when he s:iu P.ernadette, his live year old
daughter, trot into the living room and open the living room
sofa unaided, it hit him immediately: show Bernadette in the
film actually opening a t'astro Convertible. Copy theme: "So
easj to operate, even a child can open it."
'I his i',ii second film was shown once weekly starting July
ll'ls, then gradually, as ('astro saw the results of the demon
stration, the schedule was increased. Today the film runs about
nine times a week in New York and as often as 1 ."i times weekly
in other areas where Castro recently opened new showrooms.
Yarioiis factors not connected with advertising may have
help.-d toward his growth: (1) The housing shortage in the late
Forties was verj acute, hence the trend towards smaller, com
pacter apartments in the metropolitan area. '2' The market
for convertible sofas was wide open. Though they'd been
available in some form since the Twenties, they were little
known to the public. (3) Castro was among the tirst designer-
manufacturers to develop a convertible which tilled both the
need for comfortable Bleeping at night, and was a handsome
piece Of furniture during the day. However, the little girl
opening up a ('astro sofa by herself in his television commercial
probably contributed more than anything else toward making
('astro a household word in the New York area. Castro belli
sponsor estimated that Castro spent Bome $400,000 annually
on radio and television in L953. He places hi* newspaper adver
tising direct -full-page ads announcing a special sale.
On radio Castro uses on second announcements, also sponsors
10- and 1" minute segments on four d.j. shows. Announcements
are preceded by jingle sung to mandolin accompaniment. * * *
What's happened since: Today Castro has added four show
looms outside N.Y. in the East, has expanded air to new areas.
SHELL CHEMICAL; SPOT RADIO IS FLEXIBLE,
SPEEDY MEDIUM FOR INSECTICIDE MESSAGES
Article appeared 26 January 1953
There are few businesses as unpredictable as the business of
supplying agricultural insecticides to farmers. Linked as it is
with farming itself, it is plagued by the wanton habits of
weather, by floods and drought, by the sudden appearance of
insect pests.
An advertiser seeking to put across his message to farmers
when it is most timely needs a flexible medium. Shell Chemical
Corp. has found that flexibility and speed in spot radio.
Here, in a nutshell, is why Shell Chemical needs a medium
like spot radio to reach farmers:
Item: Shell advertises its insecticide, Aldrin, for a varietj
of cotton pests. Ad\ertising must be timed with the appearance
of each pest.
Item: shell's soil fumigant, D-D, must be applied before
clops are planted. Moreover, the ground must li,. just right — ■
not too hard, not too soft. Therefore. Shell, its tield reps and
its agency. .1. Walter Thompson, must be on the Kail to catch
the farmer with radio commercials at the proper time.
\ shell insecticide was approved bj the I', s. Depart
mint ot Agriculture for a certain crop iu a certain area last
ag. It was i,,,, [ate to applj the insecticide by the usual
method and special instructions for the farmer were necessary.
Tie fastest u;,,\ to gel tins, instructions to him was by radio.
Shell'- advertising manager, Merton Keel. said. "We can
have COPJ on the air I s' hours alter a call for hid]) from our
reps, There's no other ad medium that will do a .job for
US as fast as that.
''We like radio for its economy, too.'' Keel added. "Actually
we spend less than ln r r of our ad budget on radio, hut don't
forget that farm radio is pretty cheap. We can buy two an-
nouncements a day on a station for as little as .*s or $10. That
means $100 or less for a two-week campaign."
Shell Chemical confines its radio advertising to four agricul
tural chemicals: Aldrin, Dieldrin, D-D and ammonia. The first
two are new synthetic insect icid-s. I) |t is aimed at sulimicro
SCOpiC pests.
Ail Manager Keel says this about radio: ''It can command
the' farmer's attention during certain periods when no other
me. 1mm will work. Through research, we know these periods are
in the early morning and during noontime. When the farmer
is busy, he generally takes tim< out only to eat and listen to
weather, market reports.
Shell Chemical's time buying approach, therefore, is mow or
fixed to one pattern two announcements per day during
the week, one in the early morning and one around noon. Time-
buyers look for adjacencies to newscasts, especially those con-
taining weather and market reports. * * *
\% hai*> happened since: With its products "oversold," Shell
says it will us, little radio this year unless emergencies occur.
In '53 there were radio campaigns for Aldrin. I> 1> and Dieldrin.
46
SPONSOR
MINUTE RICE: RECIPE PROMOTIONS ON TV
STRETCH IMPACT OF SHARED NETWORK SHOW
ArticU appeared 30 November 1953
Ten years ago, quick cooking Minute Rico was just a gleam
in General Foods' corporate eye.
Today, Minute Bice is a fast-selling, nationally distributed
product backed by a SPONSOR-estimated $2 million ad campaign
which includes shared sponsorship of two of tv's top network
programs— Bob Hope (NBC TV) and Mama (CBS TV)— maga
zinc color spreads {Life, Satevepost, women's magazines) and
extensive point-of-purchase material.
All of General Foods' leading competitors in the sl05 million
annual (U. S. consumption at retail level) rice business admit
that Minute Rice ranks in the top three in sales and is the
most advertised rice brand on the market today.
Here's how the Minute Rice ad campaign shaped up:
In 1946 General Foods' marketing experts selected Atlanta
and Philadelphia as the first targets for Minute Rice. Local ad
drives in these markets were spearheaded by radio announce
nients and newspaper insertions via Young & Rubicam.
January 1949 marked an advertising landmark in the growth
of Minute Rice. The product reached a sufficiently advanced
state of distribution to warrant a switch to national-level ad
media. On the air, Minute Rice began to share sponsorship
i with other GF products) of Second Mrs. Burton, a radio daj
time serial.
In 1951 television was reaching stature as a full-fledged ad-
vertising medium. Early in 1951, GF added Minute Rice hitch-
hikes to the afternoon tv Bert Parks show (NBC TV), concen-
trating on visual demonstrations of Minuti .cook
qualities.
Wiih producl sales 3till climbing the next year, Minuti Bic<
stepped up its t\, radio and magazine expenditures, passing
the si ,000,11(10 annually mark. The tv approach was shifted to
an evening show, and .Minute Rice became one of the featured
GF products on Mama (CBS T\ , Hitchhikes tor Minul
uei,- added to the nighttime radio Hub Ilo/>> Sim,,
Radio).
In the first halt' oi I'- 1 '-; Minute Bice continued to be featured
on Mama, and advertised heavily in magazines and newspapers.
(SPONSOR estimates that ii. this January through .lunc period,
GF spent about soihhiOii gloss in tv, and about the same amount
in magazine .md newspaper ads.)
Later on in the year. Minute Rice's advertising emphasis
shifted even more strongh in favor of big-time tv. Minute Bice,
as mentioned earlier, was an alternate week sponsoi of \fama,
seen Friday nights on CBS TV. But much of the Minute Rice
air effort was concentrated on the monthly Bob Worn show, Been
once a month on Tuesday nights on NBC TV.
GF has evolved a system for making the high-priced impact
of network tv last and last. The secret: periodic recipe promo-
tions which are featured on tv and then plugged heavily at
point-of-sale and in print. * + *
What's happened since: The sponsor is now taking a summer
hiatus, plans to return to Hob Ho»< and Mama in the fall.
BORDEN; DETAILED RESEARCH IN EACH MARKET
INFLUENCES LOCAL RADIO PERSONALITY BUYS
Article appeared 29 June 1953
The Borden Co. 's air media buying primers are stacks of
' ' target folders ' ' loaded with vital information pertaining to the
radio and tv habits of people who live in major TJ. S. markets.
In 1953 Borden spent every nickel of its $2,350,000 air budget
($1.6 million for spot tv, $750,000 for spot radio) on the basis
of these ' ' target folders, ' ' or " blue books. ' '
Borden lays out its air media plans on the basis of distribu
tion of its products in specific territories. Each market is treated
as a separate entity and many factors are considered in planning.
It uses three agencies: Young & Rubicam, New York; Tracy
Locke Co., Dallas; Griffith-McCarthy, St. Petersburg. In L953
only one of its divisions, the Food Products Co., was sponsoring
a network show: Treasury Men in Action on 43 NBC TV outlets.
Here are some tips on buying local radio time from William
B. Campbell, Borden 's assistant advertising manager in charge
of radio-tv, gathered from practical experience and on the basis
of extensive research contained in the bluebooks :
1. Decide what audience should be reached. Establish age
level of best prospects so you can program to reach them.
2. Determine what time of day you can best reach prospects.
3. Determine if you want large tumour. Do you want to hit
a limited but loyal audience at the same time each day several
days of the week; a larger number of people at the same time
several times a day several days of the week ; still more people
with spots at varying times during the week?
4. Analyze the various stations' programing. Which has greater
share of audience? Programing usually reflects management.
5. Try to buy best local radio personalities. You're going
local, and you want your advertising to have strong local ap]
6. Explain strategy to local p< rsonality. Knowledge of prod-
uct, strategy by local personality will make messages convincing.
7. Know your local station management personally. Show
station how it can help merchandise program.
8. Advise local managers of air strategy.
9. Constantly reevaluate programing. Know what compel
is doing in the market. Constantly reevaluate your commercials
and programing to insure they're doing best job fur products.
To achieve its aims Borden airs approximately 11,001
mercials on 50 tv stations and over lnii.iiini commercials on 162
radio outlets annually. In radio Borden leans heavily on the
leading local female personality who has won acceptance with
a hard core of housi wives in the area.
Campbell's research bluebooks are updated at least oi
year and always include data from previous examinations of the
same market for comparison purposes. Campbell says, "With
the aid of these analyses we can spot a trend in a hurry." * * *
What's happened since: Today Borden is continuing its heavy
use of spot radio in about 130 cities (160 Its primary
tv effort consists of a network show, Justice, over : XBC TV
stations. Spot tv is used only in key cities which do not get
the network show. The Food Products Div. is now considering
buying into the Garry Moore Show, daytime CBS TV program.
12 JULY 1954
47
MOGEN DAVID: PSYCHIATRY AND TELEVISION
CREATE "PHENOMENAL" SALES RISE FOR WINE
limit appeared 26 January 1953
Television and psychiatry have helped build a sacra
i u inc into a leading table « ine in t
n David has swept to the top among Bweel Concord
a manj markets across the country. In fact "
.r i in, a calls it probably tin
brand in 1\ s. wine history. Agency: Weiss & Geller.
I hi 1953 budg round - 1. 1 million (up $100,00
10, I in t\. $350,000 for radio.
The Wine Corp.'s first tv Bhow, ( on I m Fop This . ABC TV,
ran on about 15 2l in 1950.
tsl According to Marvin Mann, Weiss' v .p.. direct
radio -ft and Mogen David account director:
'"I'ln in immediate sales response to t\ thai hadn't
• m the other media. We knew then we were going
concentrat ft as long as it brought such results."
firm's second ft show, Charlu Wild, Detective, on LBC
TV and I'ii .Mont, Mann says "Proved conclusivelj Mogen David
aged "ii tv. With proper ael and show, they could effectively
large-scale tv operation. For example, we offered a wine
recipe i k free. Requests ran to 2,000 a week, A Burvey showed
thi ■ 87' of the people who had written to requesl the liook
liatelj bought Mogen David."
Starting 2 September 1952 Mogen David began spons
When Was I. a panel shew on :',!• Du Mont stations.
And Benry Markus Bays of t\. "We're sohl on television
because we can Bhow the product and talk about it at the same
time. This \ i - n:i 1 and a mpact makes it twice as effective
ether medium."
II. i« does psychiatry enter into Belling Mogen David
Weiss i,a> been interested in the Bubject since he majored in
sociology at the University of Chicago (Ph.B., V.^l- . Sis
.v lias made an intensive Btudy of how socia can
help advertisers uncover consumers' real feelings.
II. says of Mogen David, "It - - a sweet Concord grape wine
with Bugar added and onlj I)'- alcohol by volume. It's differ-
ent from the regular California and French imported wines.
•■First we consulted the social scientists and from them came
man;, ideas, but there was one in particular that stood out in
almost i \ei > disi ussion we had.
"One psycholof - related to festive childhood
memories, to early family closeness and gaiety.'
"W( quickly realized the copy themes that would set this
mood would have to be a doorway to the pleasant world of
yesterday. Among the themes that embody this idea: 'A I
Of the g 1 Old days.' " • • •
What's happened since: Mogen David has been sponsoring
Dollar .1 Second over Du Mont (93 stations). Next season the
show is moving to ABC TV, with a 130 station lineup.
SEARS, ROEBUCK: RADIO HELPS SELL MEN
IN MORNING, WOMEN IN AFTERNOON
Artich appeared 23 February 1953
The myth that radio can't do a good, consistent job of selling
for d lias been exploded many times but m
with a louder bang than in Tucson, Ariz.
The Sears, Roebuck store in that city has been doing an
effective job with radio selling for nearly Beven years.
The Tucson Sears manager, Edward B. Carmack, Bays:
important as an adver
diun I'- effectiveness, though, depends largely on
programing and presentation. Radio should look in the
mirror to see why they are nol selling more time to depart
inelit
This s Si rs' over all air -
1. An early-morning 8:15 to 9:00 show called 15 Minutes
from Broadway on KM' 1 sic from Broadwaj
seven daj - a week.
l'. A la - show entitled Arizona
Hayridi on IO \ \. Run by dis Bob McKeehan, it is
on five days a week, combines Western-hillbilly music with
folks} chatter.
Special sale announcements using all five TuCSOH stations.
The morning show is an excellent exam; •■■. a radio
station can do an imaginative job in programing. The program
[TUC's genei i aager 1 mself, Lee Little.
Little handles tin program with an informal touch. II-
dvertising material from Ralph Knapp. Sear's ad
manager, i>ut ail liKs around it. it hi Bees an unusual item in
the mass-market store (recently it was mink coats . he'll add a
about it.
Carmack considers this type of programing unusual for a
morning Bhow, si in bis experience. But he feels that it
- the purposi of bringing into the store a type of customer
— such a- professional men who might otherwise have Di
ome acquainted with the Sears line oi
[f the morning Bhcw is tops in selling hard goods to men. the
n show excels in selling other types of merchandisi
M.K.ehan is a well known di-k jockey in the To
ana. He makes persona] appearances with his own band in
Ki \ \ 'si - /one and bro Saturday night dame.
Sears ts daily air impact with announcement
al events. These announcements sometimes run up to
a day tor three or four-day periods. In addition to KTUC
and K< \ \. ■ KOPO, KTKT and KVOA for I
special events.
Carmack sa.xs that dollar for dollar a sustained program will
usually bring in more results than announcement-.. Hut he finds
the occasional jabbing of a promotional needle necessary for
-IlltS. * * *
What's happened since: '■ Sears store is new in its
fifth ■ oad-
linn over KTUC. It is also si sing over
Ki \ \ The two shows constitute backbone of its air ad\ertis-
ing, although announcements are -till us special events.
48
SPONSOR
APPLIANCES: POLITICAL CONVENTIONS GIVE
CONCENTRATED PROMOTION, SPARK SALES
Article appeared 12 January 1953
Admen rank as one of the greatest concentrated promotion
campaigns in recent times the radio-tv sponsorship of the 1952
Presidential conventions and Election Night returns by three
big appliance firms — Admiral, Philco and Westinghouse.
Great interest has been evinced in the advertising field as to
what could have been the results from this campaign in terms
of (1) sales and (2) audiences garnered by this incomparably
expensive tie-up with public interest programing (it cost the
sponsors and networks involved about $12 million), sponsor
explored both these facets and here are the highlights of wli.it
lias been discovered:
1. Sales: The three-network sponsorship not only sparked
sales in a big way for the three companies but it served to
lift the entire appliance industry as a whole out of its customary
summer slump.
2. Promotion: The three firms agree that they got a brand
identity impact which will endure for a long time.
3. Audience: Nine out of every 10 radio and tv homes tuned
in to the conventions at one time or another. Tv viewing was
greater in terms of gross home-hours than radio listening. On
the average, tv sets were tuned in to the conventions for three
hours a day; radio only homes were tuned in for approximately
half that time.
Betrospeetion: The appliance trio think it was astute of them
to pick up the full tab on their respective networks for both
convention and election returns coverage rather than to have
let other ad m them in participation sponsorship.
Report on sales: Probably the outstanding sales result of the
conventions was the effect on tin- norma] summei Blump in ap
pliance sales. There wasn't any. Westinghouse Account Bxecu
five I'.ill Bitenbaugh of Ketchum, MacLeod ami Grove told
sponsor flatly that this "can be accredited to thi tremendous
political campaign package."
What was learned? Looking back on the convention, the
sponsors feel that the selling job was properly handled and
effective. They don't consider that the commercial intruded
and point out that, although a broad. allowed 10%
of program time for commercials, mm ore than
half of the allotted time quota.
There was no difference in the basic commercial approach
between the two conventions. There was a real effort made to
get more variety, however, into the Democratic Convention com
mercials. Philco, which put 11% of its t\ commercials on film,
made up 42 different commercial films for the conventions. Be-
cause all stations weren't interconnected, it was necessary to
make 777 prints, the Iargesl single tv print order up to that
time.
With its 24 products advertised during the con West
inghouse used 28 different live commi rcials with Betty I'urness
plus 26 different flip card commercials. Ada Lral sought variety
by indoctrinating announcers in Admiral sales lore and then
letting them speak extemporaneously. * * •
NATIONAL SHOES: 100% RADIO EFFORT
DOUBLES SHOE SALES, BUILDS IDENTIFICATION
Article appeared 21 September 1953
' ' National Shoes ring the bell ! ' ' has been sung over the
radio stations in Greater New York hundreds of times each
week since 1940. It is the jingle that has helped double the
number of National Shoe stores and multiplied the Eastern
retail chain 's sales volume almost five times in the past 14 years.
In 1940 when the Emil Mogul Co., Inc., took over the National
Shoe stores account, this chain of retail shoe stores was a print-
media-only advertiser. At the agency's recommendation Na-
tional Shoes put 100% of its advertising budget into radio.
National Shoes' answer to its need for frequent impact on
a large family audience is a combination of popular local music
programing and a heavy schedule of announcements throughout
the day. In 1953 its radio lineup included six New York sta-
tions: WNEW, WINS, WMCA, WOV, WHOM and WWRL.
National Shoes' program buys are invariably 10- and 15-
minute segments of popular local d.j. programs.
On foreign-language and Negro programing blocks, National
Shoes sticks to the 15-minute musical show.
National's announcements are scheduled seasonably, with the
heaviest concentrations during spring and fall.
National's '53 fall spot schedule in New York included 20 to
40 announcements weekly on each of its six stations and 50 to 60
musical programs a week (either 10- or 15-minute), on three
of these stations.
Most memorable line of National's jingle has been the refrain
"National Shoes ring the bell" — which has become identified
12 JULY 1954
with the retail chain through constant repetition.
During the past six years National Shoe announcements have
also been heard in Italian, Spanish, German, Czech and Polish.
National Shoes' 1953 ad budget is "in the middle six fig-
ures." In terms of the various media, here's approximately how
this money is bemg spent: 67% for radio, 23% for tv, 10%
for newspapers.
Since February 1950 National Shoes (through Emil Mogul
Co.) has been sponsoring Time for Adventure, WNBT, New
York, Sundays 10:00-10:30 a.m. This program, produced by
Productions for Television, a Mogul subsidiary, features chil-
dren's serial films, like The Lost Jungle, as well as a prize
giveaway to members of National's Adventure Club.
The Emil Mogul agency keeps close tabs on the efficiency of
its radio schedule by conducting regular media tests for the
account in the form of write-in discount offers. By comparing
the response pulled by one particular announcement either with
their computed average expectancy or past performance in that
time segment, Mogul agency decides whether to keep a par-
ticular time or drop it. ■*•**•
What's happened since: National has expanded its radio an-
nouncement schedule to 13 New York, New Jersey, Connecticut
and Massachusetts markets in addition to its New York City
radio schedule. Emil Mogul buys on a 52-week basis in the 13
new markets as well, though schedules are heavier before holi-
days. Its tv show, Time for Adventure, continues over WNBT.
49
Now for the first time . . .
here are the vital facts on
ytime profile
It's the first nationwide survey of Daytime TV audiences . . .
and it's ready for you now.
IF YOU SELL...
soaps, soups, cereals, cars, cigarettes, appliances, packaged desserts,
home permanents, home repairs or almost any other product ..."
YOU'LL FIND DAYTIME TVVIEWERS ARE YOUR BEST CUSTOMERS!
Here are the highlights of some of the findings:
Two out of every three TV homes are daytime homes.
Daytime viewers are younger.
Daytime families are larger.
More daytime families have children.
Daytime families have larger incomes.
Daytime families spend more for almost all products.
For example, compared to non-daytime viewers, they buy 17 % more
laundry soaps and detergents . . . 307o more shampoos . . . 377 more packaged
desserts . . . 68% more new automobiles!
You just tell us what you want to sell, and we can show you
the facts on the best customers for your products and the most effective
programs to reach the greatest number of active buyers. Your local
NBC representative has the complete story. Call him today.
J§0
TELEVISION
a service of Radio Corporation of America
SI mtifflp if top
Chart covcrr halt-hour syndicated film
v
Past*
rank
■■»•
•taa*
Top 10 ihows in 10 or more markets
Period 1-7 Moy 1954
TITLE. SYNOICATOR. PRODUCER. SHOW TYPE
Avenge
rating
7STATI0N
MARKETS
4-STATI0N MARKETS
3-STATI0N It,
NY I A
Boston
Chi.
Mo Is. Seattle
St L.
Wash.
Atlanta Bait. Buftal C
I
I
1 Led Three lives. Ziv (D)
25.9
14.0 8.5
79.8
wnac-tr
77.9
27.3 74.8
-
42.5
9.2
6.5 78.8 54. ( 2
"l« i «bal tv ii.n.tL,
2
2
Favorite Story, Ziv (D)
22.1
72.0 10.9
74.5
9:30pm
25.5 22.8
43.5
77.7
74.0
g
3
7
Badge 714, NBC Film (D)
20. .!
70.2 27.0
kttv
76 3
75.7
wgn-tv
8:00pm
24.8 28.5
kin.- iv
-
24.5
76.3 75.3
wbal tv L.
i 10:30pm
4
1
Cisco Kirf. Ziv (W)
20.2
7 7.9 72.9
75.8
h :30pm
77 4
«l»kb
5 Mp i
79.5 27.3
i
72 7
wnbw
7 7.3 73.0 38.cE
waga-tv wbal-tr uhrti L>
: "..j. m : oopiEhi
.7
Jlr. District Attorney, Ziv (a)
19.3
8.4 6.9
78 3
72.5
»bkb
79.5 76.5
7.7
wmal-tv
73.8 77.5
6
S
City Defective.. MCA, Revue Prod. (D)
19.2
4.0 14.4
upix
20.5
5.4
« bkb
S :30pm
23.8 73.0
weeo-tv kine-tv
9:00pm
9.2
8.3
wmartv » t -
11:00pm
6
3
Kit Carson. MCA, Revue Prod. (W)
lit. 2
74.5
kabc-tr
7:30pm
75.8
6:00pm
24.0
king tv
31.0
7 7.8 73.3 25..
whr-a trmar-tr ibn i
5:00pm 6:00pm 3 OOp
8
1
Superman, Flamingo, R. Maxwell (K)
18.7
74.0 72.7
knit
73.5
wbkb
9.3 22.8
klnc tv
5:00pm
30.0
72.5
76.8 74.5 39.»
wbal-te uben- tax
7 :00pm 7 :00pm 7 :00p< ■
»
Lioerace. Guild Films (Mu.)
/.'( /
5.2 70.0
kcop
7:30pm 7:30pm
73.5
»Rn-tv
9:30pm
25.3 23.3
klnK-lv
8:30pm
26.3
6.9
9 :30pm
6.5 74.8 4. Ui
w.tr-t »b»l-tr vrbuf- ■■
7:30pm lo 30pm 6 00p ■
10
8
Foreign Intrigue. JWT, Shel. Reynolds (a)
18.2
77.9 7.5
ivnbt
10:30pm
24.5
20.3 75.3
8:30pm 8:00pm
76.0
10:30pm
76.0 7
» aea - tr
1" WITH
Rank
Part*
rank
Top 10 shows in 4 to 9 markets
I
1
Craig Kennedy. L. Weiss, A. Weiss (M)
19.2
2.5
khj-tv
7:30pm
2
2
\ icfory at Sea. NBC Film (Doc.)
it. n
8.2
knbh
10:30pm
Inner Sanctum. NBC Film (D)
17.8
4.0 6.4
kttT
9 :00pm
77.7
unbq
10:00pm
8.8 22.5
wtrn-tv 1
10:00pm 9:0Opm
:t
i
6
Captured. NBC Film (D)
16.1
4.7 7.9
km
9:30pm •
7.9
upn-tv
7 :30pm
79.0
klnc-tv
•
43.
.»
Heart of the CUy, UTP, Gross-Krasne (D)
16.0
4.9
73.0
« rr. i ■
6
It
/linos 'n' An du. CBS Film (C)
15.0
77.7 79.0
knit
10:30pm S:00pm
78.0
22.0
komotv
i
7.8
70.9
7:00pm
Cotrboy f»-T»Icn. Flamingo. H. B. Donovan (W)
1 1.5
2.4
w-abr-tv
74
30.0
7
7
Joe f'ufoofca .S'lory. Guild Films (A)
f /.I
4.5 3.7
72 3
7 7.5
%\r,b*v
7:00pm
27
wbaa
8
«>
ft <>«/.(/ tones, United Tv, Roland Reed (A)
12.1
8.2 5.8
wnbt
1
70.0
wbkb
5:30pm
70.8 75.3
weeo-tv klnr-tv
1 2 :30pm ■
u
>ly Hero. Official Films, Don Sharpe (D)
10.6
3.5 70.41
1
78 5
king tv
5.0
8:30pm
19
-
muilral; (\V) Western- Film? lined ire irndlcated. half hour length,
broadcast In (our ur more markets. The average rating Is an unweighted average of individual
1 bove. Blank space Imllralet film n.* broa-lcast
1951 Will* network shows are fairly stable from one month to
i they are shown, this Is Uue to much lrsaer extent with
do tar tv
r.:.-
fATION MARKETS
liorttn Pttr oit Mllw'kee Phlla. S. Fran.
*j".5 J9.5 42.3 77.5 22.3
■ wink tv wtmj-tv wcau-tv kron-tv
, 8 30pm 7: I 10:30pm
76.3
ujl.k iv
98
kgo-tv
7:00pm
.0 20.3 75.5 76.2 28.5
wwj-ti wcan-tv wcau-tv knix
in OOpra 9 30pm 6:30pm 0:00pm
2-STATION MARKETS
Birm. Charlotte New O.
30.5 56.8 50.0
u abt
v 30i in
wbtv wdsu tv
9:0 ii 9:30pm
57.5 49.7
\\lllV
■< 30pm
wdsu-tv
9 :30pm
54.0 75.0
uhtv
9 :00pm
Wil-ll Iv
11:30pm
77.0 32.8 77.9 25.0
mm iv wimi t\ wrau-tv kron-tv
I 30pm 7:00pm 7:00pm
26.3 27.0
\\M\
10:30pm
wdsu iv
5:00pm
75.3 37.5 6.9 72.0
ran iv wtmj-tv wptz kron-tv
9 :30pm 10:30pm 7:00pm
7 74.5
3
If
ujl>k iv
:i :30pm
72.5
\ijl>k l>
74.9 76.5
wptz kron-tv
6:30pm 4:00pm
77.5 26.5 27.2 75.5
»nMv wtmj-tv wcau-tv
5 :30pm I 0»|)m 7:00pm
kgo-tv
ii :30pm
'10 79.5 42.5 70.2 2 7.0
IV
-I 111
wjlik-iv wtmj-tv wptz kpix
9 :30pm 7:00pm 11:00pm 9:30pm
73.0
wjbk-tv
8:00pm
70.9 9.3
wcau-tv kgo-tv
10:30pm 10:00pm
25.0 57.5 43.0
wabt
s ::n,.m
wbti
7 :00pm
wdsu ti
7 OOpm
56.7
wbtv
8:30pm
78.5 35.0
wabt
i 'in
wbtv
5:30pm
79.8 33.8 25.5
wabt
:30pm
wbtv
5 :30pm
wdsu-tv
5:00pm
28.0
wabt
9:00pm
48.3
UllMl IV
9:30pm
28.8
wbrc-tv
8:30pm
49.0
wdsu-tv
9:30pm
73.3 5.8
wcau-tv kgo-tv
6:00pm 10:00pm
55.0
tvdsu tv
8:30pm
40.3 72.4
wtmj-tv wfil-tv
9:30pm 7:00pm
77.3 79.3
wcan-tv kron-tv
7:3Upui 8:30pm
52.3
wdsu-tv
9 :30pm
6.9
vvfil-tV
7:00pm
4.5 76.8
.\u/, tv kron-tv
10:30pm 10:30pm
42.0
wdsu-tv
10:00pm
75.7
kpix
7:30pm
70.3 '0.2
wjbk-tv keo-tv
12:30pm 6:00pm
36.0 7 7.3
wtmj-tv kpix
5:00pm 5:00pm
76.8 22.5 70.0
wvvz-tv wtmj-tv kron-tv
5:30pm 10:30pm 5:00pm
4
lie
:1
77.5
kgo-tv
1 10:00pm
f„ ' ne 1" minrt when analyzing rating trends from one month to
■/.in is chart -Refers to last month's chart. If blank, show was
ill In last chart or was in other than top 10
WMIN-TV gets RESULTS!
fVr
AAAA
WW
. . . "From 3373 cases to 766.'! U a terrific in< rease
for Squirt in the month of March which is certainK
not ideal beverage weather in Minnesota. We must
admit that most of this was due to our program on
WMIN-TV. Results were almost immediate'
Kenneth C. Carlson
President
Whistle Bottling Company
. . . "Record breaking crowds in our 9 stores on tin
Monday following our first TV show have to be
attributed almost entirely to your station. We cer-
tainly appreciate your 'above and beyond the call
of duty' cooperation in promoting the first of our
regular weekly Red Owl Theaters."
"Mike" McMahon
Advertising Manager
Red Owl
. . . "Over 200 people packed the lot the day after
our 2nd showing of the Charlie Chan Theatre.
Because they were there specifically to see our 10
TV Car Specials we had fast and certain proof of
WMIN-TV's effectiveness."
Hess Kline
President
Kline Oldsmobile
. . . "The biggest year in our history looms as our
sales have more than doubled as a direct result of
the Perma-Glass Weather Show on WMIN-TV."
Larry Swanson
Sales Manager of the A. O. Smith Dept.
of the R. R. Howell Co.
. . . "Our 150 % May sales increase is due in great
part to your Captain ll's sincere way of handling
commercials. We want you to know that we appre-
ciate the genuine appeal that you are developing
among the children for Bosco."
S. N. Bearman
President
S. N. Bearman Brokerage Co.
... "I can say without exaggeration that the cam-
paign that we are now using for Dox Toothpaste on
your Captain Eleven Series has been the most suc-
cessful of anything we have tried on television so
far. WMIN-TV will be given an increased share
of our coming advertising budget."
C. W. Zaum
Secretary
Dox Company. Inc.
jy Mlri
Channel 11
MINNEAPOLIS — ST. PAUL, MINN.
REPRESENTATIVE
BLAIR
DRUG STORE
TOOL
SPONSOR Save Drugstores AGENCY: Mark Schreibei
l \pm l l ( VS1 HISTORY The sponsor, a chain of In
drug stores, bought a one-minute participation on
U ednesdo) nights, in offer of garden hose on 21 tpril
ni $2.49 foi 50 feet and of soil soakers for 99c was tele'
cast. "The fantastic sales w«m is this." Mark Schreibei
said, "hoi an expenditure of $79.50, the stores had <i
dollui volume of more than $2,000 in retail sales on these
items, \atuialh . u ith this html of stoi \ . n e have requested
iii/i/itional commercials on \< adcnn Theatre."'
k<>\ TV, Denvt
PROGR Wl: \<a ( |.-,m Theatre
TV
results
SPONSOR: (.rani Tool < ... AGENCY: Arthur M(-yerhofI& .
I \l-l LE I \SE HISTORY: The sponsor bought a fi\
minute program at sign-off on Saturday nights. In
weeks 2,510 orders were pulled by the program; e<t
order was for an item costing SI. 98. Every time
program mis telecast an average of 418 orders i
received: each program cost SI 25. Thus sales amoun.'
to about seven times the advertising cost. The sponsor
first renewed for three weeks, renewed again for six u>-
and then renewed again for 13 weeks.
\\BT\. Charlotte
PROGR WI: Gay Bla
GARAGE DOOR OPENED
SPONSOR: Wizard Mfg. I o. \«.IM *i I'
< VPSl I I < W! HISTORY : /„ the very early morm
I 12:45 a.m. I one day recently, the If izard Manufa*
Co. advertised its radio-controlled garage door on Ja«
sou's Theatre. As a result of the one announcement,
of the radio-controlled door openers, or $3,000 worth
sales, were made at an expenditure of $150. The coi
reported the results from the one announcement on A
surpassed their expectations based on previous <
k.TT\ . Los Angeles
PROCRXM: \nnouncem.
SEWING MACHINES
RUBBER SHOP
SPONSOR: Rodney, be. VGENCY: Direcl
CAPSULE CASE HISTORY: After six months on
WKOY-TV , the sponsor wrote to the station and said
that "our costs (on W()k\ -77 i have been brought down
lower than costs of other media. . . . I also have found
that my closures are very high . . . For a $500 expenditure
we did $10,000 worth of seuing machine business. It
has perked up our sales organization. . . . We are very
pleased with your station and hope to continue without
interruption for years to come . . ."
WOKY T\. Milwaukee
PROORAM: Announcements
VACATION BOOKLET
SPONSOR: N. Y. State Dept. of Commerce AGENCY: HRI>o
I M'M I I < W HISTORY : The V. Y. State Department
ni ( ommerce recently scheduled jour five-minute pro-
grams about vacationing in \eu )oik on Tuesdays,
6:40 p.m. following Time <MT for Sports with Bill Hem-
ming. Ajtei onh three programs. 1.777 requests for the
booklet were received. This uas at a cost of 50c pet
booklet request, which uas fai lower than the sponsor
hud anticipated. Following the success of the program
the Department of Commerce has increased its original
order of four programs tn L2.
\\ \\ I I V, I
I'KtH.K \\l: Travel fil.
SPONSOR: OK Rubber Welders Store VGENCY: Dip
CAPSULE CASE HISTORY : Television forced thii
out of business for 00 days — in order to remodel o
expand! The sponsor wanted to reach farm and
trial workers and bought one one-minute participaii
announcement weekly on Saturday Jamboree, roi
between 7:00 and 10:00 p.m. At the end of the n
month OK's business uas up from $900 a month
- 1,300 a month and has remained at this level ever sin<
(*ost of the participations is $25.
WROM, Rome, Ga. PROGRAM: I'artiripitki
HOT DOGS
SPONSOR: Pegwill Packing Co. VG1 NI '
i VPS1 I I I US] HISTORY : II estcrn feature films on
are helping sell 18,000 pounds of hot dogs week ■
Pegwill fucking Co., Springfield. III. The firm sfxmso
Western Round-up across-the-board at 5:00 p.m. o:
II ICS. During the first five weeks of the sir
jumped 58' ; and PegwilTs hot dogs are now selling^
the rate of 18,000 pounds weekly. If ICS personal^
"Pegwill Pete" holds a weekly party for area young*"
with children submitting drawings to qualify for attm
once. The first week Pete received 1.100 drawings.
\\ [< S, Springfield, III.
PROGR \M: Western Roa»*
...operating with a full 316,000 watts,
for availabilities see the boiling company
wish-tv is owned and operated by
universal broadcasting company, inc.
1440 north meridian street
I N
12 JULY 1954
55
«i forum on ouexfion* of c urre nt interest
to air advertisers and their agencies
\\ hai are the radio and television trends thttt
advertisers slum hi look »nt for in the fall
THE PICKED PANEL ANSWERS
FOUR MAJOR CHANCES
By Arthur S. Pardoll
Director, Broadcast Mvd'm
Foote, Cone & Belding, New York
The next year in
radio and televi-
sion is going to
continue to be a
season of
< hanges, and
these will be as
dramatic as they
have been in the
past. The changes
will affect main phases of the broad-
cast field, but we see four areas where
the changes will be quite important.
One will be a re-examination of the
value of radio as an advertising me-
dium in terms of the largely un-
measured audience outside of the liv-
ing room and out of the home. More
emphasis will be given to special op-
portunities offered by selective buying
of radio stations, programs and time
periods least influenced by television
inroads.
SecomlU. further expansion of day-
time television programing will in-
clude new serials. In addition to
increased activit) on the part of ad-
\ertisers, there will be new ways of
buying daytime as well as evening
|t]i\ ision.
Thirdly, it is expected that the big
question of uhf will be more clearlv
n'.-ol\ed. We anticipate a growing ac-
ceptance of ultra-high frequency sta-
tion- in those situations where condi-
tions are favorable.
Finally, the public's interest in color
telecasting ma) 1"- intensified 1>\ rea-
sonable prices for color Bets. Because
of the unique values provided b) color.
56
this medium will be especiallv attrac-
tive to those advertisers whose prod-
ucts and programs can benefit from
its use.
IN TV— WATCH FOR COLOR
By Sylvester L. Weaver Jr.
President, National Broadcasting Co.
One predominant
trend in tele-
vision that an)
alert advertiser
should watch in
the fall is the
trend to color.
\< tuallv. if the
advertiser just
watches and does
not do anything about it, he won't be
verv alert and he'll wind up missing
the boat. For color tv is here, ready
to go to work for the sponsor inter-
ested in protecting and expanding his
share of the market.
Make no mistake about it, the color
television campaign is going to deter-
mine the share-of-market of most con-
sumer goods in color tv homes — and
this trend will start within this coming
year. To the company requiring effec-
tive advertising to survive, to the
compan) whose position demands that
it lead the wav or suffer loss of pres-
tige, to the company interested in re-
capturing a sales leadership that might
have slipped out of its hands, to the
compan) looking for a wa\ to arouse
a new excitemenl throughout its over-
all organization — the trend is to color
television and the time to start in color
is this fall
Another significant trend in the
fall will be the increased use of day-
time t\. \nd with excellent reason. \
i rent nationwide stud\ released b\
the NBC Research Department shows
the daytime viewer to be a prime tar-
get for an\ advertiser — younger, with
larger families, higher income, a big-
ger buyer — in short, a better customer.
CUMULATION CONCEPT GAINING
By Adrian Murphy
President, CBS Radii). Neu York
Some of the
trends that
should become
increasingly im-
portant in the
next few months:
1 . More ad-
vertiser-, we
think, will be-
come more keen-
ly aware of network radio's unique
ability to cumulate big audiences, in
many different ways: taking advantage
of all the combinations afforded b)
da) and night programs, multi-week
strips, shared sponsorship and. of
course, traditional nighttime showcase
programs.
2. More advertisers will recognize
that radio is the only way to reach
some 16.000.000 non-television fami-
lies frequently, dependably and at low
co-t. As a corollary, we expect adver-
tisers to become increasingly aware of
the high degree of duplication that ex-
ists between the television and maga-
zine (and Sunda) supplement i audi-
ences.
3. Evening network time costs to
advertisers will be more attractive than
ever before, and about 15 to 20
lower than in the year just past.
4. With new radio sets i ontinuing
to sell at a faster-than-replaccment
rate, homes with two or more sets will
become increasingly important. New
SPONSOR
Nielsen data indicate, for example, that
television homes with two radio sets
do IV, more radio listening than tv
homes with onlj one radio. And a
third radio raises this figure to 64%.
5. Finally, a new census of U.S. ra-
dio and television sets I sponsored
jointly bv the four radio networks and
BAB) will give advertisers a much
clearer picture of the number and im-
portance of multi-set homes. And out
of it should come a better understand-
ing of radio's role as everyone's per-
sonal entertainer and companion, day
and night, in and out of the home.
TREND TOWARD SPOT
By D. H. Denenholz
Research and Promotion Manager
The Katz Agency, !Sew York
There is one trend
that is likely to
be common to
both radio and
tv: the trend to-
ward SPOT.
In spot radio,
you can expect an
increase in the
number and va-
riety of "saturation" or multiple-an-
nouncement plans. More and more
stations are establishing such plans.
Another radio trend is the extension
of the successful news and music for-
mula to nighttime programing. This
programing trend coupled with the
low-cost multiple-announcement plans
will probably lead to increased in-
terest in the attractive values that
will be available, particularlv at night.
In tv, there will be more multiple-
station markets, with a consequent in-
crease in competition for the adver-
tiser's dollar. This, of course, will tend
to reduce the clearance problems that
have been plaguing many advertisers
and also give more availabilities.
Color tv development will accelerate.
Nineteen-inch color receivers will prob-
ably be available; several stations will
be equipped to televise locally origi-
nated color as well as network. Al-
ready WMAR-TV in Baltimore has
been televising slide commercials in
color and WKY-TV in Oklahoma City
is televising locally originated live
color programs on a regular basis.
Color film pickup equipment is an-
other probable development.
1 Please turn to page 263 I
^BENJ
is now basic
CDS RADIO
in Bujffalip
in
The mighty array of CBS talent plus the longtime
top-rated local WBEN programs make WBEN more
than ever THE buy in New York State's second market.
Call or write any CHRISTAL office
New York, Chicago, San Francisco, Boston or Detroit.
SOUTHWEST VIRGINIA'S I'lOttee/l, RADIO STATION
This is our 31st year of
SOUND SELLING to Roanoke
and Western Virginia
% 26 County Coverage with a WEEKLY audience of 118,560
families — a DAILY audisnce of 92,070 families.
£ All week long, day or night, WDBJ'S share of tuned-in
Roanoke audience averages 51 to 59°o. Average tune-in:
7 a.m. to 8 p.m. — 24.9 r r; 8 p.m. to 11 p.m. — 19.4
% About 25', of Virginia's Retail Sales are made in the
WDBJ area.
$ An affiliate of the CBS Radio Network for almost 25 years.
May we recommend your product to our friends?
Sources — A. C. Nielsen Co. and Pulse of Roanoke
Established 1924 ■ CBS Since 1929
AM • 5000 WATTS . 960 KC
FM . 41,000 WATTS . 94.9 MC
ROANOKE. VA.
Owned and Operated by the TIMES-WORLD CORPORATION
FREE & PETERS. INC., National Representatives
12 JULY 1954
57
RADIO CORPORATION of AMERICA
ENGINEERING PRODUCTS DIVISION CAMDEN. N.J.
town's anniversary celebration marked ut \\ itt.it
Ga\ '90's characters are operating
some "I WKGB, Schenectady's L954
tele< -ii>t iiiii equipment 1 1 i«-~i • da\-. Kea-
ion for the costumes and beards is a
riftieth anniversary celebration being
neld in Scotia, a S< henei tad\ -uhurh.
Scotia's mayoi said an) male citizen
found without a beard fates a dunking
in a wali-rin- tmugh. The ultimatum
is taken seriousl) b) these crew mem-
bers of the General Electric station
i Im'Ium I . * * *
WRGB cameramen living in Schenectady suburb had to wear beards — or face watery dunking
H'fS'ff •!*«<• !»««/«* ojn-ninu' lor
Indianapolis merchants who plan to
open a new -tore are getting in the
habit of calli ig V\ I-,!. I h ■ sta-
tion offers a "package opening deal
whicb it says pud- hundreds "I cus-
tomers to the store- opening.
The WISH "package opening
on-the-scene program m.c.'d l»\ Reid
stores druws customers
Chapman, a \\ ISH di-k jockey. Chap-
man, between recordings and plugs for
the new store, conducts a scavenger
hunt. Listeners are told that if the)
bring certain items to the new store,
the) will n< ri\ e .1 free -ill. The gim-
mick draws people to the opening,
converting mam into customers foi
Reid Chapman, WISH m.c, conducts scavenger hunt al st
60
nmg,
jraws crowds
tin- new business as a result.
One of Chapman's recent openings
was lot a gasoline Btation. I In* owner
said that more than half of the
coming to colled theii scavenger hunt
prizes had their tank- filled up. W ISH
says thai Chapman manages to give
awaj prizes at the rate of hetter than
one a minute for periods of over three
hours.
Chapman'- -< aM-nuer hunt i- a copy-
righted idea of his. The scavenger
items usuall) are things easil) located.
Prizes are bought bj the Btation from
a prize concern, resold to the new re-
tailer. So successful are the openings,
reports \\ [SH, that police often ha\e
to untangle the resulting trafln jams.
• • •
Detroit Ratlio-Tv Council
polls viewers on tv nds
Edward L. Bernays has been publi-
cizing a Burve) he has made among
senior class presidents of college- on
their attitude- toward t\ commercials.
According to Bernays, the respondents
all di-like t\ advertising.
Now the Detroit Radio & Television
Council, using interviewers from Mich-
igan State College and Wayne Univer-
sity, i- conducting it- own Burvej of
what people think about television ad-
vertising. Somewhat wider in -cope
than Bernays' effort, the Detroit -ur-
\e\ will cover a scientifically selected
sample of 7HH householders in Detroit
ami Lansing. \ 22-question question-
naire covers subjects ranging from
people's activities when commercials
appear on t\ screens to viewers' re-
call of advertisers' programs.
Detroit Radio \ Tv Council I're-i-
dent \\ i 1 fit-Id L. lloltlen. radio-televi-
-ion supervisor for I. Walter Thomp-
son To. i Detroit I . -aitl the -ur\ i
designed to do a thorough joh on tele-
vision commercials and theii eff<
"To the council's knowledge, no one
has tested the effect of hard goods tv
advertising," Eiolden told sponsor.
"This stud) delves into that. \ml there
an man) other facets to it. too.
instance, we have been dismayed at
the acceptance given various 'polls
purporting to -how that nobod) pays
anj attention to commercials, or that
the) feel them childish, filled with un-
truth-, or downright stupid. Inasmuch
as we doubt the validit) of these much-
publicized opinion-, the Council tie-
. ided to do a thorough penetrating job
SPONSOR
using recognized research techniques."
Survey Director David F. Miller.
JWT research associate, summarized
the findings of an advance tabulation
of the first 100 returns. They are:
1. Three out of four respondents
could cite specific examples by sponsor
name of "clever" tv commercials.
2. More than half could name spe-
cific commercials they felt were edu-
cational, interesting or entertaining.
3. Generally, people who totally
One of 700 householders being interviewed
condemn tv advertising are few and
far between.
4. Over half said most tv advertis-
ing is too repetitious. Some felt com-
mercials are too long, break programs'
continuity.
Major findings of the study will be
published by SPONSOR this summer.
Holden said that copies of the full re-
port can be obtained by writing to the
Council. 2130 Buhl Bldg., Detroit 26.
There will be a $1 charge, he said, to
offset tabulation and printing costs.
• • •
Syndlcatetl •slittr show 9
running in 26 markets
Brent Gunts is proving that even on
tv, you don't necessarily have to have
animation. Gunts, who is president of
Brent Gunts Productions in Baltimore,
told sponsor 26 tv stations are run-
ning his Shadow Stumpers program.
He says it is probably the only syndi-
cated slide show in the country.
The program, Gunts explains, is a
game of guessing silhouette shadows
of everyday, familiar objects. "The
viewers see a shadow of an object on
their screens," says Gunts, "and then
guess what they think it is. Then a
photograph of the object is shown.
Many of the shadows look like one
[Please turn to page 154 I
12 JULY 1954
10VALT
Hzul.,ys$!
?
The plurality of listeners goes with WBNS — the sta-
tion with greater tune-in than all other local stations
combined ! As a candidate for your advertising dollar.
WBNS presents a perfect platform with the 20 top-
rated programs.
CBS for CENTRAL OHIO
IVillUr BlA,R
I iroaio
radio
COLUMBUS, OHIO
61
WHICH
DO YOU LIKE?
We're Got
'em Alii
CBS NBC ABC
DUMONT
Yes, for over a year,
WAFB-TV has furnished
the only TV programing
to the rich BATON ROUGE
TRADE AREA. This rich
petro-chemical market
responds to your sales
messages over WAFB-TV
because the viewers are
among the highest paid
workers in the country,
with ample free time to
spend their money as you
tell them to! To cover
almost a half million
potential customers, buy
the only TV station in the
capital of Louisiana . . .
WAFB-TV
Channel 28
Baton Rouge, La.
TOM E. GIBBENS
Vice President & General Manager.
Represented nationally by
ADAM J. YOUNG. Ji.
(Continued from page 2*1 1
determined b\ the depth of the phoniness and the breadth
of the tv exposure given the offending campaign.
Recently I clipped an advertisemenl from a leading maga-
zine (I read them in barber shops since there are no ft seta
there), half of which was devoted to a gentleman who had
just "-witched", the copy claimed, to a competitor's product
Having just finished devoting four year- to a product with
which I am connected, I learned bv reading further that our
man had discovered what true enjoyment was as a result of
which he had rectified the error of his ways.
Unles> we assume the entire public to be composed of utter
idiots and completely unaware that pecuniary considerations
are involved, this brand of switching and disloyalty must do
a disservice to all advertising.
Who is to blame? Well, all of u>. I guess. Our contract
should have prohibited this tenuous relation. The new
product should have enough decency as well as common sense
not to attempt the transition. And. above all. the (so-called)
talent should have enough integrity not to accept the new-
money.
This is one of those facets of bad taste which is also a
facet of bad advertising. That such practices arc -ri-t for
the noisy mills of the self-appointed critic- of advertising
isn't important at all. At least in my opinion, it isn't
What count- most is that we weaken every testimonial
campaign by doing poor ones. And furthermore we spend
dollars foolishly so thai they will reap nothing which hurt-
all of us because it breeds doubting Thomases among those
who have mi— pent the money. In a business so small as our-.
that i- in one with so few people engaged in it (in contrast
to manufacturing, publishing, etc.) we are bound to run
into these folks who were once hurt as we go along in our
business career-. When this happens, the right thing i- a lot
harder to sell, for the lolk- who were burnt are a lot more
-keptical about advertising than thej ordinarily would b<
should be. ***
Letters to Bob Foreman itre weteomed
Do you always agree with the opinions Bob Foreman ex-
presses in "Agency Ad Libs"? Bob and the editors of spon-
SOR would be happy to receive and print comments from
readers. Address Bob Foreman, e o sponsor. 40 E. 49 St.
62
SPONSOR
T. I story board
A column sponsored by one of the leading film producers in television
SARRA
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
Designed to pack hard sell between rounds, Sarra's new series ol 50 si cond I V spots
for Pabst Blue Ribbon Bonis, provides the answer to the catch) query, "What'D
You Have?" Through clever cartoon presentation, inanimate objects assumi di
lightful personalities, chanting the now famous theme, "Finest Beer Served \ir
where!" The series delivers an effortless sales TKO with the double-O - in
"Smoother-Smoother Flavor" enlarging into coyly winking eyes that resolve magically
into an inviting glass of beer. Produced by Sarra, Inc. for Pabsl Sales Co. through
Warwick & Legler, Inc.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Right down to the sizzling sound ol frying sausage, Sarra's series of 60 and 20 second
TV spots are outstanding examples of package promotion and television artisitv.
Live action shots of the product in use and outstanding package display are clev< il\
framed within the product's trade-mark seal. Effective, portrait-like food sequences
are engagingly presented through the simple device of a little boy obviously en-
joying the product. Skillful visual selling produced by Sarra, Inc. for Swift &:
Company through J. Walter Thompson Co.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
From a shower of shooting stars, Helene Curtis "Lanolin Discovery" dramatically
emerges in Sarra's new series of 60 second TV Spots. Woman's eternal quest for
beauty is subtly presented by live action shots featuring the product that brings
the "breath of life for lifeless-looking hair!" Animation lends ease to a brief test-tube
demonstration of product content. An exciting series produced by Sarra, Inc. in
collaboration with Earle Ludgin 8: Co. for Helene Curtis Industries, Inc.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Sarra deftly combines the powerful appeal of ingenious animation with a hard-
driving sales message, in a series of 60 and 20 second TV spots for "Vornado"
Cooling Appliances. To the cadence of a tricky calypso background, the advantages
of Vornado exclusive Vortex circulation are enumerated, as the viewer sees the
Vornado Air Conditioner in attractive home surroundings, circulating "cooled air in
every corner of the room." Created and produced by Sarra, Inc. through Lago &
Whitehead. Inc. for the O. A. Sutton Corp.
SARRA, Inc.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
12 JULY 1954
63
Date in Hollywood"
with Eddie Fisher
Gloria DeHaven
Hugo Winter halter
'/< hour 3 times weekly
before you button-u
Investigate thi:
ADVERTISED
OVER i
RCA
During the past 12 moni
"PENTHOUSE PARTY"
Starring NELSON
EDDY as host with
Gale Sherwood
and a star-studded
guest list
THf fREDDY MARTIN SHOW
V* hour 3 times weekly
THf WAYNE KING SERUM
% hour 1 time per '^
iaaio plans for
r
[SPONSORED
ig Name Shows
"Roth and Orch.
F
-fs weekly
1 time P<*
Thesaurus Delivers to
Subscribing Stations!
• 5000 selections
• Monthly releases of 52 or more
new selections
• 1800 singing commercial jingles
• Weekly scripts for 31 program
series
• Production aids • Sound Effects
TMf SAMMY KAYt SHOW
V* hour 3 times weekly
Again and again Sponsors, Stationsand Ad Agencies have given
us the verdict. Not 1,000 times . . . not 10,000 times . . . but over
124,800 times during the past 12 months, RCA THESAURUS
Shows have heen sponsored by advertisers on subscribing sta-
tions across the country. Why this overwhelming success? Be-
cause RCA THESAURUS Big Name Shows don't merely build
audiences, they also sell products and services!
If you are an Ad Manager, Station Manager, Account Execu-
tive or Media Manager, before you make any radio plans for t tit
FALL, consider these money-making RCA THESAURUS
FACTS!
RCA Thesaurus Shows get high ratings. Examples:
WPAR, Parkersburg,W.Va. received 16.2% of avail-
able listeners in Parkersburg with THESAURUS.
(Cordon) KRLD, Dallas, Texas received 28% of
available listeners in Dallas with THESAURUS.
(Pulse)
The Big Names mentioned here are only some of the
headliner's starring in RCA Thesaurus Shows!
Scripts . . . programing . . . tie-in merchandising aids
are all part of the Thesaurus Package.
Hear an audition disc today and judge for yourself!
RADIO STATIONS!
SELL ANY OF THESE THESAURUS SHOWS
AND YOUR LIBRARY PAYS IT'S OWN WAY!
Concert Hall Of The Air
Men Behind The Melod)
Norman Cloutier And His
Memorable Music
Sons Of The Pioneers
The Tex Benekc Show
Music Of Manhattan
Church In The Wildwood
Fran Warren Sings
\ Festival Of Waltzes
\ incent Lopez
Artie Shaw
Here's June Christy
And Many-Man\ More! Complete with sponsor-selling brochure
audience-building promotion kit. sales-clinching audition disc.
Write, wire, phone today: Dept. No. S-7
eeorded
piograni
services
RADIO CORPORATION OF AMERICA
430 fifth Avenue, New York 20, M. Y.-JUdson 2-5011
445 N. Loke Shore Drive, Chicago 11, III. — WHiteholl 4-3530
! R
RCA VICTOR RECORD DIVISION
1016 N. Sycamore Ave., Hollywood 38, Cd.-HC
1907 McKinr.e. Ave., Dolloj 1, Tex-llverside 1371
522 forsyth 8ldg., Atlanta 3, Gc -lAmor 7/03
YOU TOO
CONQUISTADOR .
"conquering" Spanish
sales in forty five counties of
Texas with a population
of over 690,000 Spanish
speaking consumers
We have over forty other
"conquistadors" daily on
/.' i. ' orti :, President
SAN ANTONIO, TEXAS
- nli <l hi/
Richard O'Connell, XnCI. 1 /'
40 Fort 49th St., New York 17, N. Y.
PLaza 5-9140
LOS ANGELES — SAN FRANCISCO
r ■ . -
agency profile
Stanley 1. Lomus
V.P., Commercial Tv Director
Wm. Esty Co., New York
There's an old proverb about bakers never eating bread on
Sundays. Exception to this ancient bon mot is Stan Lomas, Win.
Est) Co.'s v.p. in charge of commercial tv. who spends his free time
making documentary films both for amusement and profit.
"Sometimes, things get particularly hectic here." Lomas confessed,
taking innumerable film cans from his desk drawer and spreading
them before him. "At those times I talk about getting away from
t\. Bui when I'm not making film-. I write about the techniques
of making them.""
Lomas shrugged philosophicallv and began reading the labels on
the various film cans. He found the one he wanted, opened the can
and unwound a few inches of film. It was a thin strip of color film.
with two apparentlv identical frames side 1>\ side all the wax down
the line.
"Here are some of the 3-D films we've shut in tests for our client-.
Lomas told SPONSOR. "As for color alone, we've been testing it for
all our clients for oxer a vear. using various kind- of film stock and
different techniques." Some 60^i of Win. Esty Co."- estimated
(45 million over-all hillings in 1953 were in air media.
"We've learned a lot from doing our own color film and 3-D
experiments," Lomas continued. "Bui there arc innumerable unusual
effects that can be gotten with the more prosaic black-and-white film
if there'- creative thinking in the agency.
"The best safeguard against wasting a client - mone) and against
production delays and troubles, is careful pre-planning of a film.
Lomas encourages his writers to use both tape recorders and an
an i matic projector on storyboard drawings i machine giving draw ings
illusion of motion i. This is to net a- realistic a feel of the final
effect of a commercial before a single fool of film i- shot and wasted.
Vmong Lomas' current problems: the policing and bookkeeping
involved in the use of t\ film commercials, due to the s \(. contract
which provides for re-use payments to actors, Lomas now employs
one person full-time to keep track of these film commercials, expects
in need two people bj fall (see Spot t\. page 73).
His current project at bis Pound Ridge, Y i .. home: to -boot a
semi-documentary film about the history of his house (built in
Massachusetts in 1670 and then transported to New York), starring
his foui sons, of course. * * *
66
SPONSOR
-TARGET TELEVISIO
KUDNER AGENCY, INC.
NEW YORK DETROIT WASHINGTON SAN FRANCISCO
12 JULY 1954
67
SELLS MERCHANDISE IN
ARIZONA
Tapping a $20,000,000
market! That's why,
month after month
and year after year,
these shrewd Yanqui
advert isers KEEP
RIGHT ON advertis-
ing over this 5-year-
old Spanish-language
station:
Borden's Evaporated
Milk
Pet Milk
A-l Beer
Folger's Coffee
Lucky Lager Beer
Goebbel Beer
Pacific Greyhound
Coastal Valley
Canning
Fab
La Pina Flour
85,000 Spanish-speaking people Leesten . . .
and they BUY! Why not tell them YOUR
sales-story? Talk is cheap, but results are
BEEG on Central Arizona's ONLY full-tim<
Spanish language stationl
ASK THOSE YANQUIS ABOUT KIFN!
NATIONAL TIME HARLAN G OAKES
SALES AND ASSOCIATES
17 E. 42nd St 672 Lafayette
New York, Park Place
New York Los Angeles, Calif.
KIFH
860 Kilocycles • 1000 Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
Jack Cunningham, president of Cunningham
<£- Walsh, blasted heavy industry tor its lurk of
consumer advertising in a speech to 700 admen
assembled in Boston for the ">(lf/i annual convention
of the Advertisers' Federation of America on
21 June. Sniil In-. "They're big enough to be on
the biggest stock market, but not big enough to
advertise. We must convince them that they should
spend at least \' ', a year in advertising. . ." Cun-
ningham feels heavy industry has ignored mass
media like radio and tv too long.
Gordon fiirni/. general manager of WOR and
WOR-Tt . Neu York, struck a blow at high oper-
ating costs when the WOR and WOR-TV division of
General Teleradio won a permanent injunction
against Local 802 of the iFM in Supreme Court
late last month. "We had 10 musicians and two
librarians on staff," Gray told SPONSOR. "In 1953
they cost us $407,000. At the expiration of our AFM
contract we told Loral 802 that we wanted to use
live music as we needed it. not on a quota basis."
28 February union struct lor "Hie musir on all
live shotcs." Court ruling gives WOR damages.
Coin ma ti (I <>r Edward Whitehead, presi-
dent of Schweppes, has finally burst into air media,
complete with British accent. The beard of the
"man from Schweppes" 15 not yet visible to tv tans,
but radio listeners in 20 markets can now hear the
Commander introduce himself and sell his product
while ire is heard dropping into a glass with a
splash. There's a pause while the Commander
presumably partakes of the drink, followed In his
expression of appreciation. These 20- and 60-
second spots follou HOBATs prim themes.
Kenneth C. fiifford. president and chairman
ot the board of Schick, recently announced that his
firm will remain in the 8:00-9:00 p.m. Saturday
slot throughout the summer with Sup- Show, over
Km CBS 7 1 stations. This musical variety show.
featuring Tommy and Jimmy Dorsey, will be shared
by all three Jackie Gleason sponsors: Schick, Sestle
and Schaeffer. Talent cost of the show per week
0T is $10,000 gross, or less than halt
the $23,000 weekly tab on the Gleason show. Pro-
L-rum is stheduled to run 3 July till fall.
68
SPONSOR
She Butters Up
A Large Slice
Of The Midwest
Right next door to housewives in 11 states, Wynn
Speece has been "Your Neighbor Lady" on
WNAX-570 for 13 years.
The 5 states — Minnesota, the Dakotas, Nebraska
and Iowa — in Big Aggie Land aren't enough for
Wynn. Mail comes in from 11 — plus Canada; in
10 years she has received 1U million cards and letters.
Her mail may contain anything from Ma's favorite
recipe to a family problem. Wynn reads select items on the
air and asks for listener comment. Result: more mail.
Participating in this manner, housewives feel that they
belong to the program, call themselves "Neighbor Ladies,"
listen each weekday, 3:30-4:00 p.m.
And respond. Over 5.000 loyal listeners from four states
came to watch the Neighbor Lady demonstrate at a Cook-
ing School in June. Thirty-five thousand orders
for "Your Neighbor Lady" booklets
at 25c a copy were received. Three
times a week Wynn offered
SI. 79 food mixers, in seven months
pulled 4,357 requests by mail
order alone. Total sales exceeded
S7.790.
Do you have something to sell to house-
wives? Let Wynn tell her "Neighbor
Ladies." Old friend and confidant to
thousands, she will tell them about
your product in her own words. Ask
the Katz Agency for full details.
WNAX-570
Yanktoi-Sioux City
CBS
Represented by The Katz Agency
WNAX-570. a Cowles Station, is under the same manage-
ment as KVTV-Channel 9. Sioux City, the tv station
reaching 32 tarm-rich counties in Iowa, Nebr. and S.
Dak with 632.000 population and S746 million in '53
retail sales.
^tw2
for information call...
^i2*
BOSTON
Liberty 2-7382-3
\
/
HOUSTON
LYnchburg 4191
LOS ANGELES
MUtual 1181
MONTREAL
GLenview 6121
CLEVELAND
CHerry 1-3490
LOUISVILLE
WAbash 4317
PORTLAND
ATwater 4305
BUENOS AIRES
Buenos Aires 31-9501
^2*
NEW YORK
JUdson 6-3400
DETROIT
WOodward 2-9792
CHICAGO
WEbster 9-3701
HOLLYWOOD
Hollywood 4-8268
RIO DE JANEIRO
Rio de Janeiro 42-4050
M
DALLAS
PRospect 5898
SAN FRANCISCO
DOuglas 2-5560
TORONTO
WAInut 2-2133
SAO PAULO
Sao Paulo 6-6308
SAN JUAN
San Juan 2-5379 2-1097
MEXICO CITY
Mexico City 10-26-81
CARACAS
Caracas 53-638 59-875
^H*
HAVANA
Havana F-6655
anew
\
A fifjet w- ike. IteaAt off OraitwwA
Our model
is not a pro-
fessional . . .
She's a typical
Northwest
Oklahoma
Junior Livestock
Queen !
ABC
30% of Oklahoma's total population
38% of Oklahoma's total income
buying power!
Over 100,000 Television sets!
KGEO-TVhu M
SERVING THIS NEW, RICH MARKET
• ••WITH 100,000 WATTS ON CHANNEL
Owned and operated by Streets Electronics, Inc.
P. R. Banta, Pres. • George Streets, Mgr.
Represented Nationally by JOHN E. PEARSON CO.
12
SPONSOR
SPECIAL FALL FACTS REPORT
■
WITH NIGHTTIME JAMMED, DAYTIME TV PACE IS QUICKENING
Here are some of the important questions you will find answered in the pages of this report
|| B What's the timebuyer's outlooh in fall spot tv slots? P<*0<* ~ '
l|. How soon will the industry eount tv sets regularly? P<*9<* 7U
||. is the line being held in spot tv rate increases? P««7<* ••
l|. To what extent will color be available for spot tv? P«<?<* S2
l|. Are there any notable trends in spot film commercials? P«ff«* ilii
If. The SAG scales: how have they affected spot tv business? P<*ge 93
l(. Are syndicated tv films a big factor in fall spot plans? page it I
l|. Is "subscription tv" a strong competitor of regular tv? P«9<* 100
^ X- Can spot tv be used to reach the U.S. farm market? page 102
^ 12 JULY 1954 73
SPONSOR postcard survey
shows when stations plan color
Nearly one out of every three U.S. tv stations replied
to SPONSOR postcard checkup on color tv prog-
ress, affording good cross-section of all outlets.
Survey was made in June. Network color is most
advanced; more than 70% of stations said they
would be so equipped by the end of the year.
Local color slide and film transmission is next;
nearly 20% of outlets will have it this year.
TATIONS WHICH EXPECT TO BE EQUIPPED BY:
END OF
1954
END OF
1955
END OF
1956
NO DEFINITE
COLOR PLANS
38.8%
5.2% 1.5%. 21.7%
1. COLOR SLIDES _
2. COLOR FILMS
3. LIVE COLOR SHOWS.
2.4%
0.7%
1.6%
17.3% 19.6%. 0.8%.. 60.0';
18.8% 18.8%.. 0.7%... 60.0 r ;
4.7% 15.7%.. 4.0%. 74. r ;
(I
Availabilities
Q. From the timebuyer's view-
point, what's the fall outlook in
spot tv time availabilities?
A. 1\ advertisers who have ool yel
scheduled fall campaigns in spot tele-
vision can expect to face, in general,
an availability situation like this:
1. Mornings: Last year, early-
morning tv slots were fairl\ plentiful.
This fall, there will still he mam to
choose from — particularly in the new-
est t\ markets — but tin- situation is
tightening daily. Reason: In the past
year, networks and stations alike have
concentrated much of their creative
efforts "ii early-morning t\. and audi-
ence levels have risen steadily. NBC
[*Vs Today i- a commercial success;
CBS TV's Morning Show is building
well. Local programs that follow, or
even precede, these shows are attract-
ing many of the same type of adver-
tisers who use morning radio.
Of course, morning tv sets-in-use
figures (see page 1. Tv Basics i are
no match for tin- nighttime t\ fig-
ures. But a numher of tv sponsors —
notably Ford Motor, Bond Clothes.
Robert Hall, P&G I for Gleeml— have
bought extensive packages of morning
announcements, chainbreaks and I.D.'s.
"Morning t\ prices arc now in line
with ratings and audiences, and an
early-morning package of announce-
ments partii ula 1 1 \ at a package dis-
count — can reach substantial audi-
ences at low cost,*' a .1. Walter Thomp-
son timebuj er said.
Typical bin: On stations repre-
sented b\ a leading organization, il
do/en t\ I.D.'s per week in inoniinJ
time hrin<: a 45' < discount on top o[
the regular frequency and dollar-voll
ume discount-.
The availability situation is current!
1\ tightening in late mornings, pari
ticularh after the breakfast hour. Slot!
adjacent to the network lineups oil
CBS T\ affiliates [Godfrey i and NB<|
I \ i Ding Dong. Home i affiliates arl
still to be had in some market-. )>ul
arc not expected to be unsold b\ thl
end of summer.
2. Afternoons: With many a housdj
wife Inning adjusted her daily routinl
to afford a "t\ matinee" (a fact thfrl
emerged recentl) in Cunningham I
Walsh's Videotown studies', afternoon
l\ is arousing real interest anion!
advertisers.
74
SPONS0
A checkup among leading tv reps
showed a sizable advertiser trend to-
ward afternoon tv. Purchases centered
mostly on slots next to afternoon
network programing and in afternoon
feature film programs.
Among recent additions to after-
noon spot tv advertisers:
P&G, Maxwell House, Savarin, Rival
Dog Food, Tv Time Pop Corn. Wrig-
ley's, Conti Castile, Lipton Tea, Peter
Paul, Kent, Parliament, Coca-Cola,
and Fritos. Majority of these adver-
t tisers buy one-minute announcement
I slots.
An increasingly popular tv buy is
the I.D. (10-second) announcement.
'Consensus of reps: Afternoon slots.
by fall, will become fairly tight in the
largest tv markets. By next year, the
I best-rated afternoon slots will be tight
[everywhere.
3. Nighttime: The prime evening
hours, usually 7:30 p.m. to 10:30 p.m.,
tare still the most desired by spot buy-
ers. Typical comment, from Ted Bates'
Frank McCann:
"\ou get the broadest possible
mixed adult audience when you buy
next to a top network tv show. Not
only is the audience composition per-
fect for a mass product, but the size
makes Class A time a good buy despite
its high cost. Also, we believe the
viewing audience during this period
is in the most favorable state of mind
for receiving a commercial message."
In these hours of peak tv viewing,
good spot slots are scarce, and the best
ones are allocated through waiting
lists. The situation eases somewhat
in the very late nighttime hours and
in the secondary tv markets.
Q. What, exactly, are an adver-
tiser's chances today of picking up
nighttime spot tv availabilities?
A. In the largest tv markets, turn-
over among nighttime tv spot clients
is very, very low. According to the
consensus of reps surveyed In spon-
sor, it is never more than 10% in the
large markets and often drops to the
1 ' < mark. One New York network
flagship, for example, had no night-
time spot openings at all between
October 1953 and March 1954. and
what few there have been since I they
averaged out to 0.0' '< of the po-
tential availabilities) were quickly dis-
posed of through a priority system.
In the newer (post-freeze vhf and
uhf i markets, the situation is relative-
l\ open but is b) no means Free and
easj . Jack Peterson of the • leorge P.
Hollingber) rep firm estimated that
in the smaller markets, and mi the less-
importanl outlets in major markets,
the nighttimi spol turnover is "seldom
more than 30 to 10' i ."
W ith nighttime t\ so valuable,
there's been a growing tug-of-wai late-
l\ between networks and stations for
late-night (usualK. L0:30 p.m. to
I I :(M) p.m. or later) time. In the pasl
year or so, this has become the favor-
ite slot to put spot-placed syndicated
film. But the two largest t\ web*. (IBS
TV and NBC TV, have made fall plan-
to air network shows in this time, o<
casionally surrendering the network's
option on some afternoon lime in or-
der to make a trade with a station.
Already, some multi-market spot film
advertisers— including Ballantine ( For-
eign Intrigue), Revlon i Mr. <fe Mrs.
\orth), Schmidt's Beer (Waterfront \
— have had their late-night film shows
"bumped," or are in grave danger of
being squeezed out, from network-
owned outlets. The squeeze play, how-
ever, isn't yet affecting program ad-
vertisers with long-term contracts on
most network affiliates, and doesn't
touch those on independent outlets. It
also doesn't affect spot advertisers in
Tv set COUIlt: Researcher Alfred Politi has been hired by NARTB
o make special pretest of methods for counting tv homes in U.S.,
•neasure station circulation for NARTB's planned Tv Audit Circulation
iW»rc» Misimeif ion: Commercials cost more but film business is
booming. UPA commercial for Jell-O makes clever use of animation
instead of SAG talent. More animation is used today ihan pre-SAG
2 JULY 1954
75
lal • -\ en n I Feature fi'm shows or
those with chainbreak and [.D. sched-
ules.
But the situation is < utting into 1 1 1«-
amount of half-hour film programing
thai network affiliates will now accept
for fall Mart-. (Sales tip from several
reps: Station- are starting to program
syndicated film shows in peak after-
noon hours, often in special blocks.
Some of these slots have good rating
histories, Bince the) arc part of the
time trades made l>\ stations with
netwoi k-. i
"Midnight movie" shows are gain-
ing in popularity with audiences and
advertisers, and Pulse ratings of LO
and .").<) land higher) are fairl\ com-
mon. \nto-. cigarettes, drug products,
furniture dealers and movie theatres
have bought extensively. In the top
market-, the midnight-hour film bIiows
are nearly always filled commercially.
Hut participation advertisers at this
hour have lateK been operating on
short-term cycles of six to eight weeks.
NEW "TV Capitol of
the Midwest* "
(*.V<> idle boast — reail copy below
for proof positive)
TELECASTING
ON CHANNEL 5
BISMARCK, NO. DAK.
Te/ecosfing from atop the Slate Capitol building,
KFYR-TV delivers unrivalled coverage in the
wealthy. Midwest farm bell — and throughout
the heart of the oil-rich Williston Basin.
KFYR-TV guarantees a ready-made,
responsive buying audience, built up Ihrough
years of top-flight radio programming.
NBC
D U M O N T •
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DQDQ
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noon
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DODO
3000
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□ana
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KFYRt
CHANNEL
BISMARCK, NO. DAK.
-IV
Ktr»[SlNriD NAtlONAllt BY JOHN BLAH
\ "watch-and-wait" attitude on the
part of timebuyers will nearly always
produce a number of well-rated late-
night movie participations.
Tv set <-oiiim
Q Will advertisers be able to
get some new facts on tv, especial-
ly a tv set count, in a reasonably
short time?
A. ^ es. from two Bources:
1. Prom a new entit\. tentatively
called Tv Audit Circulation, being
sponsored 1>\ the \ \RTB to count t\
sets count) 1>\ count) and measure
station circulation periodically.
2. From another new organization,
jirohahl) to he called the Television
Kdvertising Bureau, which will pr<>-
mote the use of tv among ad\er!
and agencies. This too will be a sep-
arate, independent organization. I It ia
the result of a merger between the
I \ \B started bv a committee of broad-
casters and the NARTB's planned tv
promotion arm. I
In effect, the TAG will be a
search group, the TvAB promotion.
Q. just how will the circulation
study work?
A. The VN.RTB has already let con>
tracts for the Alfred Politz Research
firm to do the pre-testing on methodol-
ogy. Later the pilot studv for the (*-•
riodic census and circulation sur\e\
will be made.
Politz will do the methodological
test this summer and turn the result!
over to Franklin Cawl. the \ARTB
consultant on the project. Three meth-
ods — mechanical meter, interview and
phone — and possibl) a fourth, diar\.
will be tested in two or three cities
see how accurate each is. Once the
method is determined, a pilot «tud\
to measure the circulation of ea< I
tion in some particular <it\ will be
made. The third step will be t'
up a permanent corporate organiza-
tion outside the \ \RTB to do the na-
tional surve) on a semi-annual b
The cost? Probably a million b) the
end of the first two \ears. V\RIBha>
alread) pul up $34,000 for the pre-
ing. Richard M. \llerton is man
of the \ \IM "B Research Dept.. which
has been working on the project fori
two \ eai s.
76
SPONSOR
£^ xraps in Wr
MOMI OFFICE— 500 !0W»BD LAMB BLDG .. IOU0O. OHIO
JULY 1954
COVERAGE Northwestern Pennsylvania plus— the bonus
ol Northeastern Ohio . . . Northwestern New York and
Canada.
VIEWERS 218,500 sets in rri-State Market . . . 99.34^ set
saturation . . . 85% evening sets in use . . . 70« , afternoon
sets in use . . . f><)< ( morning sets in use.
RESULTS 1st place Colgate Comedy flour Contest ... 1st
plate — Block Drug-Ammident Promotion ... 1st Audienci
Promotion, Billboard. . . 1st Merchandising Promotion.
Billboard.
SALES Scores of Success Storus . . . Saturation plus Pro-
motion secures sales.
MERCHANDISING Promotion affiliation on WIKK-AM
and the ERIK DISPATCH . . . Point of SALE DISI'I VYS
. . . Winner ol the U'cstin^house Ward for promotion on
football games.
Ask the EDWARD PETRY man
for facts today
WHOO — Orlando, Florida WTOD — Toledo, Ohio
Forjoe Forjoe
WIKK-AM — Erie, Pa. The Erie Dispatch — Erie, Pa.
_-, H.-R. Co. Reynolds-Fitzgerald
^4twtp^e4 inc.
. WASHINGTON OFFICI . . 1177 NATIONAL KISS HOO
77
Q. Why did it take so long?
A. Circulation measurement i- com-
plicated, bIow .iml expensive The old
Broadcast Measurement Bureau went
iiiulci because both broadcasters and
advertisers failed to Bupport it. The
\. C. Nielsen Co. and the Standard
\udit \ Measurement Service ran cir-
culation >ur\e\- in spring 1952, the
In -i li\ interview and the second )>\
mail. Since then Nielsen, sponsored by
I BS, has updated set (inure- as of
last fall. The industry today therefore
is using outdated or projected figures,
all admittedl) far from accurate, on
both circulation and county Bel esti-
mates. To avoid the mistakes of the
past, the N \UTB wants a scientific ap-
praisal made of each method of mea-
suring audiences and then will seek
the support of the entire broadcasting
and advertising industry before it pro-
ceeds with the regular Burvey. B\ put-
ting the circulation audit on a firm,
unassailable basis, the NARTB hopes
to make it as acceptable as the Audit
Bureau ol Circulations of the news-
paper industi 5 .
SELLING
WESTERN
MONTANA
on the
niR
MISSOULA, MONTANA
KGVO-tv
Technica
DATA
•
General Electric
Transmitter
3,920 ft.
above average
terrain
60,000 VIDEO
30,000 AUDIO
•
2-16 mm.
PROJECTORS
•
2 AUTOMATIC
2x2
2 STATION
CAMERAS
60,000 watts
KGVO-TV is the ONLY station covering Missoula's trade
area of 9 western Montana counties . . . and what counties!
Read on . . . last year, retail sales topped S 1 13. 900,000.00.
45% live in town: 20<~r in non-farm homes: 35% on farms and
enjoy more cash income than farmers in 41 other states. Site
of State University and center of a vast resort area.
Our TV retailers sa\ . "3,000 sets in town and 10.000 in
the area.'' Remember, you'll have a minimum of f> persons
at each set 'cause TV is NEW, in this region.
100 microvolt area has 100 mile radius with another 50
mile secondary.
Gel in on this rich market while you enjoy a BONUS \ i« u .
ing audience yet pay only regular rates. You'll stay in.
WIRE TODAY
for brochure and rates
or contact
GILL-PERNA, reps.
TvAB
Q. How will the Television Ad-
vertising Bureau be set up?
A. Probablj like tin- Broadcast Ad-
vertising Bureau i for radio), but de-
tail- will undergo preliminary discus-
sion in Washington 22 July when the
all-industry committee appointed to
handle the problem meets. The or-
ganization will promote network as
well as spot and local tv.
The committee grew out of a meet-
ing between the N \BTB and the "old"
TvAB in Washington 30 June. It con-
sists of 10 men. For the TvAB are
Richard \. Moore, KTTV, Los An-
geles, who was chairman of the bu-
reau formed in Chicago in May;
Roger W. dipp, WFIL-TV, Philadel-
phia; Lawrence H. I Bud I Roger-.
WSAZ-TV, Huntington. \V. Ya.: II. \\
Slavick, WMCT (TV), Memphis, and
George B. Storer Jr.. Storer Broadcast-
ing Co., Miami. For the NARTB are
Clair R. McCollough, WGAL-TV, Lan-
caster. Pa., and new chairman of the
NARTB's Television Board: Kenneth
Carter, \\ A \M (TV), Baltimore;
Campbell Vrnoux, WTAR-TV, Nor-
folk. \ice chairman of the NARTB Tv
Board, W. D. (Dub) Rogers Jr..
\\ Dl B-TY. Lubbock, Tex., and Merle
S. Jones, CBS TV v. p. in charge of
CBS-owned stations and general
services.
The committee w ill meet in late
Jul) to complete the organization of
the bureau, and the new TvAB should
be underway 1>\ fall.
Q. What happens to the "old"
TvAB?
A. It never got into operation, sa
there won't he am trouble in incor-
porating it into the new merged T\ \B.
The "old one was horn in New ''l ork
22 April with Richard P. Doherty,
ex-JN \1M'B v. p.. as consultant when 2">
t\ stations decided il was time a pro-
motion arm for tv was established. It
was formally launched in Chicago at
the \ \l! I'll Convention in Ma\ . In
June just as efforts were being made t<»
< omplete the I \ VB's organization, the
N \1» IB announced plans to push its
own. Result: Overnight the two groups
got together and agreed to merge.
Reason: Xobod\ really wanted to
see a i\ bureau set up without the net-
works (biggest single contributors to
the BAB). The old T\ \B was open
78
SPONSOR
T
WO I -TV'
CHANNEL 5 AMES, IOWA
IOWA STATE COLLEGE
CBS-DuMONT- ABC
TO: Stations, Agencies, Representatives (Please circulate)
RE: Television in Central Iowa
•^ffi^z
WOI-TV, the primary affiliate in Central Iowa of CES,
ABC and DuMont reaches 2^0,000 television hones within a 100-
mile radius of Ames. Owned and operated by Iowa State College,
WOI-TV has been Des Moines' and Central Iowa's dominant TV ser-
vice since February, 1950.
V
)a*k*
Fifty-one prosperous Central Iowa counties are within
the WOI-TV coverage area. Population figures show ^18,380
v^S^jBJSB. households; one-fourth of these are rural households.^—
f^y^U^
The goal of the Iowa State College station is to provide
total television service to its nearly 750,000 Iowa viewers. Its
17-hour television day is filled with the top-rated network
programs plus 24 hours per week of award-winning local produc-
tions.
p"H In addition to its 100-raember professional radio and
television staff, Iowa State College provides a television
laboratory designed to train personnel fully-qualified to take
their places in the television industry. And programs on kine-
scope produced by WOI-TV are now aired on other television sta-
tions coast to coast.
For more details on the WOI-TVf success story,
Weed Television.
contact
WO l-TV tint in Centrallowa
cy**^.
79
to the networks' owned-and-operated
stations, bul the) were reluctant I"
join. I oo man) people in the industi 5
it-li nothing 1 ould be worse than to
have two i\ 1 * 1 • • r r 1 < >t i « >i 1 bureaus issuing
conflicting facts and figures. The in-
fluence ol \ UM'li President Harold
E. Fellows, Dul) Rogers and Dick
Moore prevailed, and the groups
merged.
Q. What will the TvAB offer ad-
vertisers?
A. Probabl) much of what the old
I \ \H prospectus > ailed lor: 1 1 1 Film
directory, < 2 \ improved sales met hod-.
1 3 1 statistical bureau. 1 h spot tv
index, (5) spot t\ estimator, 16) gen-
et al research. The old bureau promised
to "educate agency and advertising ex-
ecutives in the use of tv" and to
"explore spe< :ific advertisers' prob-
lems" in video. The new one should
do the same.
Q. What do admen want from a
TvAB?
A. Sponsor explored this problem
in detail in the 14 June 1954 issue.
( See "What admen want from the
I \ \I5." 1 Here's a summar) of the
points tm >-i often mentioned in spon-
sor's -III \e\ :
• \ <|ui< k ua\ to estimate Bpot tv
1 osts.
•Standardization of t\ rate cards.
• Dollar figures on expenditures b)
Bpol clients.
■Impact studies on program vs.
announcements.
• Vudience data b\ se\. a«;e. socio-
economic status.
•Effectiveness of spot t\ and other
media compared.
1 I hi SPONSOR'S initial -tor\ on a
l\ \H. which helped stimulate creation
of a promotion bureau for the indus-
try, see "Should there be a \\ BAB?"
30 November 1953.1
Business outlook
Q. How's spot tv doing?
A. It's up 25', in 1953 over the
year before. The figures (see l\
Basics) based on FCC figures show
spot tv time sales grew from $7.7
million in 1949 to S25 million in 1950,
$59.7 million in 1951, $80 million in
1052 and $100 million in 1953.
Itntc* outlook
Q. Can sponsors expect more
spot tv rate increases this fall?
A. Situation shapes up in tbi> fa-h-
ion :
1. Old stations in old markets'.
Sime rates are directly related to set
< in ulation. the rate outlook for estab-
lished t\ stations primarily the pre-
fiee/e \lil outlet- in the larger mar-
kets — is expected to be -table tin- fall
in Class \ periods, most rep- predict.
Some upward adjustment of rat< -
perhaps a 5 to l0*/i hike ma) •
about in afternoon slots and in tin-
local time immediatel) following the
1 lose of network telecasting, but onlj
where increased audience size justifies
a rate increase or an upward reclassi-
fication of a time period.
2. \eu stations in old markets: In
the case of uhf or \hf outlet- which
have entered an existing \hf market.
some rate increase; — up to 20', or
more — are anticipated. I hf stations
which will seek such upward adju-t-
ments of time costs, of course, will be
those with the highest "conversion
rates." New vhf outlets in old mar-
kets seeking increases will do so on
TH E REAL
POWER I N
Behind the marble curtain of official Washington is a city few people kno*.
But smart advertisers should. Because an awful lot of the
nation's capital is right here in the nation's capitol.
Buying power has no politics. In Washington, family income is the
second highest in the U. S. with an average of S7. 259.00!
Washington is hig. Its America's 10th largest city with 1.655.600 people. It's
. . . with 330.300 privately employed and 294.500 in government set
And it spent a healthy 52.027.037.000 last year in retail sales - which is
a lot of money even in Washington.
And if you'd care for the returns from the outlying districts . . Arlington
County. Va. and Montgomery County, \K1. just outside the Washington
metropolitan area are the two highest family income counties in the country
WASHINGTON
To tap this tremendous buying power, it's good busini »> '■
use the most powerful advertising medium in
Washington. The only television station in Washington
operating on maximum authorized p<
WN BW 4
N R P ' S VV ^HINGTON
|_T V Rt pit si nti d by \ HC Spot Sales
80
SPONSOR
It's as simple as this:
Highest Tower plus Maximum Power equal Channel 5
To a television station already great by any normal standards
add — Chicago's Highest Television Antenna
add— Chicago's only station tvith maximum power authorized by the FCC
result — WNBQ — now delivering in the teeming heart of
America's second largest market a better signal to more than two million television homes
WNBQ— the NBC station you already know for its quality iu programming, audience acceptance, mer-
chandising and sales impact is now transmitting a more powerful, more efficient picture to an even greater
portion of the rich heart of the Middle West. This market represents almost 15 hillion dollars in effecti\«-
buying power and is now dominated by the vast new \^.\BO tower, the highest TV antenna in the area.
It's obvious — your television advertising will look better to more people on
I WNBQ channel 5
>]IH IN CHICAGO
Represented by XBC Spot Sales
J
AVOID COSTLY
DUPLICATION
BUY WTVP
Dacatur, Illinois
Ch. 17
tlic basis of audience size as indicated
bj ratings.
3. New stations in new markets;
\l"-t of the new. post-freeze Btations
—both uhf and \lil started off with
base hourlj rates (Class A, one-time)
of between $100 and $200. Last fall
many reps predicted that these rates
would increase sliarph throughout the
industry. However, the increases have
been -lower than anticipated; the sled-
ding lias been tough for many of tlie
new outlets. But some outlets will seek
increases (of up to 25' ', I in the new-
e>t markets, reps believe.
Color tv
Q. Will color television be a fac-
tor in spot advertising this fall?
A. Yes. Despite the uncertainties
over current U.S. purchases of color
receivers, the lack of standardized col-
or film and live production, the lack
of uniform price formulas and the
high cost of experimentation, several
of the top agencies, stations and reps
are discussing limited color tv spot ad-
vertising for fall 1954.
Q. How many U.S. homes will be
equipped with color tv receivers
in the near future?
A. According to the latest estimates
of Radio Corporation of America and
a recent study made for Fortune mag-
azine, there will he somewhere between
50,000 and 200,000 U.S. homes
equipped with color receivers at the
close of 1954; and between 300,000
and 1,200.000 color-equipped by the
end of 1955. RCA's is the lowest es-
timate. 1>\ the way. RCA based its
figure on a survey of the industry,
Fortune on an analysis by an economic
forecasting firm. > For full details, see
chart, page 120. I
\\ hat this means to the spot t\ ad-
vertiser is that the audience potential
for color t\ announcements and local
programs will he limited:
1. B\ the number of color-equipped
homes in major market-.
2. By the number of Btations
equipped to televise -pot color (slide-.
Elms, shows) in the near future.
Q. What accounts for the wide
variations in estimates of color re-
ceiver production?
A. In the case of the two sets of
figures cited above, the RCA figures
are believed to he a conservative min-
imum: the Fortunr figures a fairly
optimistic projection based on antici-
pation of a sizable drop in color pic-
ture tube pri< es. W hat the real truth
is, nobod\ know- \<(. sponsor pre-
sents the two figures to show that, at
I hi- stage, there is a considerable range
of opinion about the future growth of
color 1\ in American homes.
Q. How many U.S. stations will
be equipped to handle spot tv ad-
vertising in color in the near fu-
ture?
A. To answer this question, sponsoi
made a special Fall Facts color sur-
vey of all of the 408 tv stations now
on the air, or planning to be ver\ soon.
Replies were received from a little less
than one out of every three stations —
31.2%. VirtualU everj major I 5
market was represented in the replies
and responding stations ranged from
the largest and oldest vhf outlets in
established markets to outlets due on
the air in the next few months, spon-
sor believes its survey, at presstime,
represents a good sampling of all tv
stations.
These were the spot tv highlights
of the study:
1. Color slides: Equipment to tele-
vise color slides or slide-films (cost:
estimated $18,000 1 seems to be the
first local color target of most stations.
About 2.4'7 of U.S. stations now have
this equipment. Some 17. -V ', expeit
to have color slide gear by the end
of 1954. A little less than one out of
five outlets — 19.6 r '< — expect to have it
sometime in 1955, and a few —
— indicated 1956. Some 60' i were
undecided, had indefinite starting dates
or had no plans at present.
Outlook for sponsors: Nearly 2'
of U.S. stations will he equipped to
televise color slide commercials local
]\ 1>\ the end of the \ear: nearly !
by the end of next year.
2. Color films: Getting a color tv
film projector (cost: estimated $62,-
0001 follows installation of color slide
gear closel) as an objective of 1 .S. tv
stations. Fewer stations have > olor film
equipment ri::ht now 0.7' < hut
slightly more stations — 18.:: ex-
pect to have color film projectors bj
the end of the year, as • ompared with
color slide chains. Another 18
peel to install color film gear b) the
82
SPONSOR
ASK
YOUR
NATIONAL
REPRESENTATIVE
You're on the verge of a decision, and a problem.
What business papers to pick for your station promotion?
It's no problem to kiss off, for your choice can have a telling
effect on your national spot income.
But where to get the facts?
The answer is simple. Ask your national representative.
He knows. His salesmen get around. They learn which business
papers are appreciated, read and discussed by buyers of broadcast time.
His is an expert opinion. Don't overlook your national representative.
SPONSOR
The magazine radio and tv advertisers use
end "t 1 955. ["he numbei h ho expect
in have theii film equipmenl installed
b) 1956 i- I '.7' . . rhose w iili no plana
amount to 60%.
Summing up. nearl) 2i>'. ,,| the tv
outlets will In- equipped i" project col-
"i him 1>\ the end of the year; nearl)
Mi', bj the end of l ( r>:>.
3. /./(<• local cdot shows: Buying a
coloi camera chain, of course, is the
biggest plunge a station can make- in
• oloi i<-li'\ ision. It- cost w ill be ap-
proximated >7~>.()0() i more or less).
As might be expected, stations are
moving more slowl) in the direction
of local live color shows than they are
in that of network or "Vanned'" color.
\ moderate amount of stations — some
1.695 have local camera chains for
color telecasting right now. But less
than five out of every 100 — 4.7',
expect to have color cameras b\ the
end of the \ear. 15.7'. expect to he
thus equipped in 1955 and 1', named
1956 as their target. Some 74' ■'< of
the stations had indefinite plan-.
Outlook for sponsors: It will he
some time before you can shop for
local live color shows in more than a
few market-. \\ hereas some 20 out of
ever) 100 outlets will have color slide
or film equipment l>\ the end of the
year, a little more than -i\ out of 100
outlets will have color camera-. Bv
I 1 ).").") the situation will have improved,
hut about twice a- man) stations will
have projection gear a- < ompared with
live cameras. Vmong stations now on
the air with regular local live color
-how- are WRY-TV, Oklahoma City.
Q. How many stations will be
equipped to handle network color
in the near future?
A. Color installations b) -tations to
televise network color programs will
be considerably more widespread, at
least for the next year, than the facili-
ties to televise color locally, according
to present predictions. RCA, for in-
stance, estimates color tv will be fed
this fall to 75'. of tv areas on net-
work lines.
For details, see section on Network
tv, page 1 1 7.
Q. What does this mean to tv
advertisers?
A. Roughly, this:
SO. DAKOTA
The Basic ABC'S
of Buying TV in
the Omaha Market
UDIENCE
KMT V completely covers the big, prosperous Omaha
market — the one dominant TV station with 11 of the top 15 nighttime weekly net-
work shows ... 7 of the 10 most popular mulfi weekly ind Omaha's most popular
locally-produced shows ... as well as 8 of the top 10 daytime shows. (Get KMTV's
complete audience leadership picture from Hooper. Pulse or ARB.I
m
ONUSES
. . . KMTV's JOO-somc national ,»nd local advertisers (more
than any other TV station in the area ) all like these KMTV selling extras: strong
merchandising helps . . . Mid**e\t\ finest live commercial facilities, including rear
cr«€D projection . . . KMTV's consistently big mail response . . . special events
. . i:id other promotional and publicity bonuses.
c
_^l" V tKAbt . , KMTV has a * to 1 leadership ratio over 7 other TV
stations ,is iln titt,- fttation best-received and most-watched within i 100-mile radius of
Omaha, according to an impartial SUTVC) i name and itatJstlCS on request ) . BeCAUSS
of KMTV's low channel >. its maximum pow or, and the Hat Nebraska- low a terrain.
K M I V is the favorite TV st.tnon in this blg-buyinsj 2*>0.000-sei Missouri Vallev mar-
ket with two billion dollars to spend.
I jL, tdrantag€ of //»<*»■ "Sales-Producing -//H v* today. Contact KMTV or your
Petry repreMentathrt.
TELEVISION CENTER
CBS e ABC
DUMONT
KIT1TV
CHANNEL 3
MAY BROADCASTING COMPANY
OMAHA, NEBR.
Represented by
EDWARD PETRY & CO , INC.
1. Networks will he able to offer
color tv audiences sooner than spot
tv reps and stations, since the usual
( 1 1 — t step in adding color equipment
to tv stations is to add facilities for
televising from network souro
2. Network- will th u- be making a
plav for experimental color tv budgets
using their head start in color tv
lure.
3. This situation, however, will be
far from permanent. Hv L955, the
number ol television stations equipped
to broadcast color film will begin to
catch up with the numbei equipped for
network transmission.
Q. What is the spot cost outlook
in color tv?
A. \l the moment there are no defi-
nite formula- to follow. However,
SPONSOR'S siirvev of I .S. -tation-
above) turned up some interesting
guideposts. Station- were asked ti
timate the extra percentage that spon-
sors would he charged for televis _
in color from -lido, film or live -how-.
Here i- a round-up of the e-tin
hv stations of additional spot tv color
charges :
WT\ J. Miami: This Florida outlet
plans to charge an additional K''< for
color slide or film handling after I
Januarv 1955 and an additional 2
for live color local programing afta
June 1955.
KOIN-Tl . Portland, Ore: No extra
price has been set yet hv station for
local live shows, hut slides and film in
color will cost an additional 30 r i for
handling charges after 1 November
I').", 1.
KGi 0-Tl . Missoula, Mont.: With
il- color targel set for L956 station
plans to charge an additional 20' < in
handling charges for color slides and
film, an extra 2.V « in local live color
production < osts.
SPD-TV, Toledo: Color film and
-lides will cost a sponsor an extra
209i after October of this year. Kxtra
prices for local live color -how- have
not vet been set.
// 1/ tR-Tl . Baltimore: Pre-entlv
airing a total ol 17 news program- in
color per week, tlii- veteran vhf oullet
i- alreadv charging li>'. additional
for color slide handling, plan- to
charge the same this fall for film show-
ings.
// MHR-TI Jacksonville: Color slide
equipment will be installed hv Januarv
84
SPONSOR
ONE MAN'S OPEN MIND
is somebody else's hole-in-the-head
JUST to keep the readers of Sponsor
aware of the way the wind blows in cer-
tain quarters, here are a pair of consumer
magazine clippings:
". . . how to teach a crow to talk? Put it
in a dark room. Turn on a radio. After a
jew weeks the crow gets lonesome and starts
talking." The editor commented, "Who
wants a crow that talks like a radio?"
Item 2: "One warm spring evening recent-
ly a pair of Indian braves, in town to cele-
brate, checked into a hotel, opened the win-
dows, and turned on the room's tv set. It so
happened that the Stockyards were par-
ticularly fragrant tiiat evening. 'Ugh' re-
marked one of the men, 'television smell
terrible'."
We bore that with equanimity; what got
us was the comment which followed: "Isn't
that absurd? Indians never say ugh."
Apparently everyone doesn't share oui
enthusiasm for radio and tv in general and
KGNC in particular. Anent the latter, with
innate immodesty we call your attention to
a Fact: Amarillo is again No. 1 lor the na-
tion in retail sales per family. II this sug
gests that we're worth an investment, it's
no coincidence.
K G N C-AM & TV
~W| Amarillo
NBC and DuMONT AFFILIATE
AM: 10,000 watts, 710 kc. TV: Channel 4. Represented nationally by the Katz Agency
12 JULY 1954
85
of next year, .it which lime sponsors
will l>c charged an additional I"',
foi < oloi slide handling.
KPRt // . Houston: Maj L955 i-
Limit date foi installation of < oloi
slide ami film equipment, with local
coloi i\ cameras due in October L955.
No extra < harge is anticipated for « ol-
<n slides and films, although a premi-
um "i ii i' , u ill be charged Eor li\ e
local color shows.
I i In i commercials
Q. What is the 1954 outlook for
film commercial producers?
A. Excellent, most of them say. Most
producers surveyed by sponsor expect
an increase of 10 to I .V , . A sizable
minorit) expects that the addition of
new l\ markets may push business
20^ ahead of 1953.
Q. What general trends are no-
ticeable in agency demands for
film commercials?
A. Fewer but costlier and more com-
plex commercials for use on a spot
ha-i-. The reverse trend seems to be
ii in- ul commercials produi ed for pro-
gram use. Here the tendency is to-
ward simpler testimonial-type commer-
cials. In both cases, the trends are a
direcl outgrowth id v \<» demands for
re-use paj ments to plaj ers.
The consensus among producers is
that agencies have developed greater
creativity in storyboards, that their
thinking has become more close!)
geared to production values and the
visual aspects ol t\. "The era when
print copywriters were rushed into t\
commercial writing seems to have
finalh ended." one producei remarked.
Q. How long does it take to
make a film commercial?
A. Answers varied from three to
eight weeks. However, consensus oi
film producers has it that best reMilt-
are obtained from the following sched-
ule:
• Five weeks to shoot a 60-second
commercial I be it live action, ani-
mated, a combination of the two. or
clotted with opticals I — that i-. five
weeks after the finished storyboard
is delivered.
• A couple of days for lahoratorv
work to deliver I'M) print- of llii- com-
men ial.
• \t least eight weeks for -lop-mo-
tion work or unusual amount- of ani-
mation.
Q. What is the average cost of a
60-second film commercial?
A. There- no such animal as an
average commercial. However, 85.500
i- a prett) typical cost of a minute
commercial. Production costs i
from a- low a- $600 for silent film
with -eparate sound track to over > I ">.-
000 foi -nine elaborate jobs combin-
ing animation and live action with
sync -omul. Since close to ')()' < ol
the production cost i- attributable to
labor, a great deal depends not onlj
upon the number of people required
for a particular job but also upon the
( alibre of talent emplo) ed.
The cost variable- in film commer-
cial production are considerable. \
quick look at the possible components
of production will give sponsors an
idea why it takes film producers more
than a quick look at a storyboard to
give an estimate:
1. Creative uork- script and story-
IN CENTRAL
SOUTH CAROLINA
By fall WIS-TY will up its power to 269.000 watts,
almost triple its present output.
Power plus programs, an unbeatable combination A Strong NBC schedule
. . . outstandini; local productions and film features . . .
and local newsreel coverage of the State capital's newsworthy events
filmed l>v WIS-TV, developed in Columbia, and telecast on WIS-TY
minuter after they occur have quickly established WIS-TV's popularity.
l'or reMiltv with your fall campaigns, choose Channel 10. \YIS-TY
. . . the choice of more than 1(10.000 TV owners in this rich market
Charles A Batson, Managing Director G. Richard Shafto, President
CHANNEL 10
COLUMBIA, SOUTH CAROLINA
ONLY VHF FACILITY
CENTRAL SOUTH CAROLINA
NBC on Channel 10
Represented nationally by Free & Peters
-
86
SPONSOR
op.(
It of
ED M«KENZIE
dean of Detroit's disc jockeys
NOW on Television
(WXYZ-TV Channel 7)
and radio (wxyz)
«t tit
Ed McKenzie's
Saturday
party
WfT A group of teen-agers from Detroit high-
schools and clubs are Ed's guests each
week at the "corner sweet shop". Records
are previewed, famous guests entertain.
There are dance contests and teen-age
talent contests, too. Saturdays, 12 Noon
tO 2:00 P.M. Participating
WXYZ-TV • CHANNEL 7
'>
Ed McKenzie's
record matinees
Latest record releases and all-time favor-
ites plus lively comments have won a wide
following for Record Matinee. Interviews
with famous names in music(shown:Teresa
Brewer) are also featured. Monday
through Friday, 3:00 to 6:15 P.M.
Participating
WXYZ • RADIO
L t
X
Jl
lh..
SANTA'S HELPERS
TRUSCON MILLS
AT YOUNGSTOWN
AT MUSKOGEE,
DECEMBER 1.
'
WWTV
CHRISTMAS
SHOPPING/
a
A
va*»
&VPJ
>-^t
A 90 Mile signal radius from a
quarter mile of steel on the peak
of Michigan, a half mile above
Lakes Michigan and Huron!
The HOME TOWN STATION of
237 Michigan Communities
now will give you
FOUR MAJOR MARKETS:
MUSKEGON
GRAND RAPIDS
SAGINAW
BAY CITY
CBS — DUMONT— ABC
WEED TELEVISION - W. L SAIES. GRAND RAPIDS
SPARTON BROADCASTING COMPANY
board: These are general!) done b]
agenc) staffers, sometimes In ihe pro*
' ducer.
2. Photograph) : Cost of photog-
raph) depends upon whether the job
is to be done in a studio i which means
a rental fee) or on location. It de-
pend-, too, upon whether the film can
be shot with a silent camera or with
synchronized sound. The numbei oj
people to appear in a live-action film
affects not onl) cosl of S \(] re-use
payments, bul also cost of directioi
and camera work. If it's to be anima-
tion. -<ale varies depending upon
whether film is to be done with lim-
ited or full animation or filmograph.
Stop-motion photograph) calls foi
pensive lab work.
3. Recording: S VG re-use paymi
are required for off-screen voices, ex-
cept for "omnies" (that i». unidentifi-
able voices). The \I\I controls cosl
of the music. Special sound effectj
can mean another cost in< n-i-..-. \nd.
of course, there's sound studio rental
to be paid.
4. Direction: The scale varies here
too depending upon whether it's a live-
action or animated commercial not
to mention cost of the sound director.
5. Opticals: ProperU used, wipes,
dissolves and fane) titles exploding
the screen can be ver) effective.
They're also expensive.
Q. How does the cost of film
commercials today compare with
cost five years ago?
A. Costs have risen as much as 50'£.
Bob Klaeger. Transfilm v.p.. pegs the
cost rise of the "mythical average com-
mercial" at approximateh 33 r J since
1949.
Because of changes in production
techniques and in scheduling, it's pret-
ty hard to draw a completel) fair com-
parison. In the earK days of t\ film
commercials i say around 1948 1 ag
<ic> gave producers eight weeks to do
a certain job. Two weeks is more like
it today.
Since most of the labor is em-
ployed on a per-da) basis, total pro-
duction cost depends a great deal upon
pre-shooting plans and scheduling.
Here are some round figures for
labor scales:
1949 1954
Studio mechanics $25 .i daj $35 .< da)
(gripa v Lighting
( .urn i .urn n $6"i a dav $liin to $12
Din iiot> I ■ daj $125 a da\
Assistant directon v -'T i dai $55 i d;i»
88
SPONSOR
Other factors that have contributed
to the rising cost of tv commercial
films are the more stringent demands
of agencies and clients. A few years
ago, four or five opticals in a 60-sec-
..iid commercial would have been con-
sidered a pretty elaborate job. Today
it's not unusual to have as many as
10 or 12 opticals (wipes, dissolves,
titles) in a 20-second film.
pnoti ;
fcjl
ion £1
I rei
liredi
being
lojrij
i far
aym
ices
Q. How much work is
done in color?
A. There isn't a producer in the bus-
iness who hasn't got a dozen or more
cans of color film footage to show.
Screen Gems, for example, has con-
ducted experiments with three major
color stocks: Eastman. Technicolor
and Monopak f 16 mm. ) . Depending
upon the stock and technique used.
• olor will add anywhere from 20 to
50% to the over-all cost of producing
a film commercial. In other words,
color will cost about three times as
much per foot for raw negative stock
as black-and-white (12.5c per foot
of color compared with 4.5c per foot
of black-and-white).
The New York Film Producers' As-
sociation, which represents the bulk of
New York commercial and industrial
film producers, also conducted tests
with color film this spring in close col-
laboration with NBC. The results of
these tests were to be shown on 12
July in NBC's Colony Theatre on
closed circuit.
Here's how these tests were made:
The Film Producers' Association used
three types of film stock to make the
tests — Technicolor with a three-strip
camera, Eastman 35 mm. and 16 mm.
commercial JCodachrome. The same
make-up and lighting were used for
all three films in order to keep the
conditions as similar as possible and
thus control the variables.
Among the problems the association
discovered in making these films Roger
Lewis of United Artists mentioned the
following: "Splices create a technical
problem. We found that we had to
make a print from an edited negative
that had been processed in the lab.
Also, you can't run a color print near-
ly as often as a black-and-white print.
If the sprocket holes are a little worn
the print doesn't run smoothly."
12 JULY 1954
'ttj^'eQiAg/ety)..
"Mini, it's been dug!"
"You mean the fact that KATV's transmittei i^ jusi -1 miles
from LITTLE ROCK— SAME DIS I VN( I from the BAT! I R\
to ihe BRONX-"
"Man, you're with it."
"Everybody's with KATV 80,000 sets in the area as of July
I, 1954 — and growing all the time."
"Are I here people around?"
".")8f), r )00 — all within KATV's primarj coverage, according to
Sales Management's May 10, 1954 Survey, 61 Mining Power."
"Do they spend money/"
"$497,456,000 last year — and they've gol it i<> spend, with an
effect i\c having income of $<ifi9,4 10,000."
"It's a real crazy market!"
"33rd in the nation, with its population — a COOL 1)1 \I
foi advertisers!"
"Man, you arc note exceedingly HEP."
"I'm real gone — to the guys who know all aboui it — Avery-
Knodel. Inc."
KATV
JOHN Fl)GATE,M6fc.
LITTLE- ROCK, ARK.
£HANN&U
^
AVEfcY-fcNODEL.INC.
NATIONAL REP.
89
Q. Wh.it are the advantages and
disadvantages of the different
types of film stock?
A. Ii> it- filmii prodw I- in
three different pi n < Jems
■ up m itli the follow ing « ompai i-
Kodat hrome ad\ anta{ - Prici
ni.il film i» lowest It original
film i- used I"' i ex-
. ellenl definition and i "l"i « | u-« 1 i t \ .
Kodachron < > ( >t i -
cab .11- limited i" diaaolvet and fades.
I li< i i ii I — ..i qualit) in re-
■ | > t iiit—. \l- -t "I release pi inl
i- highei Generall) the sound tra< k
isn i I .1- thai "t the othei -.
\inl. editing 16 nun i- .i tough job.
/ astman ad\ tallages I ai get film
-i/.-. bettei values in making prints
Innii .t negative rathei than a j>«» — iiix «-
i l.i< I'M-.. \U.p. \ mi i .in make
some opticals with Eastman, and you
gel bettei resolution.
Eastman disadvantages In reduc-
nun. tn Id mm. pi int- gel
\ . I In- -ti»< k has less < olor sat-
uration .iml a less satisfactorj Bound
track than I echnu olor.
Technicoloi advantages This film
offers greatest control ol coloi satura-
tion, greatest i onl rol oi opti< als, !>h-
ter qualirj sound track and low re-
lease |irint ■ osts,
Technicoloi disadvantages I >ri ^»-
inal production costs are higher with
I ci linn oloi .mil resolution i> not quite
■ "•ii ,i- h itli othei I'H'i esses.
Q. What's being done to hold
the cost line for film commercials?
A. \- the industrj has continued to
. film prodw ers have been gain-
ing expei ieix e in i utting i "i ners in
prodw lion. I hej 've learned to do
elaborate jobs in one-fourth <>l the
time.
I 1 1 1 1 1 -i.m It, !••". has been continu-
ous!) im|ii>i\ iiu I astman, foi exam-
ple, i- working -in a film which will
use mil. Ii leu light, hero e sai ing cli-
ent- . i. -t nl expensive li^litin^ equip-
ment and to hnii ians.
However, agero ies and clients have
become more demanding about the
qualit) of work that the) < onsidei a< -
ceptable. In animation, for example,
the trend is toward brush inking rath-
ei than the cheapei method <>f pen ink-
ing. \ few years ago, an animation
job with three tones of gre) was < on-
sidered more than adequate. M<»st ani-
mated commen ials toda) have multi-
ple-tones.
Q. What are fhe most significant
trends in commercial film produc-
tion today?
A. From it- Burve) ol New York film
commercial producers sponsor noted
the following trends:
9
1. I ntil a couple nl years ago agen-
cies attempted to cut costs l>\ editing
out 20-second segments ol 60-second
commen ials to use in 20-sei ond time
Blots. Experience ha> shown them that
lifting out pai t of a ( ommercial for
separate use can rarel) he done with-
out damaging the effect both of die
60-secorid commercial originall) con-
ceived to permil this and of the re-
sulting 20-second film. Toda) the
trend is towards producing 20-second
films separatel) .
2. Agencies are getting hack to the
idea ol rel) inji upon film prodw ei -
for the < reative work. I hi re seems to
be some trend towards allowing Btory-
boards to grow in the producer's stu-
dio, rathei than in the agero \ .
3. There's a strong trend towards
more visuall) creative commercials
rather than a crowded series of word)
messages flashing across the screen.
1. In animation, three trends are
apparent: 'li more elaborate brush
and multiple-tone work on the realis-
tic-type of cartoons; '2* sophisticated,
understated line drawing made popu-
lar b) I l'\ and exemplified hs I PA's
commercial for Jell-0 (through Young
Si Rubicam) ; (3j use of realistic Eu-
ropean-made puppets in Btop-motion
photograph) .
Q. What tips can producers give
for more effective I.D.'s?
A. Simpl) tlii-:
1. Keep it -hurt. keep it simple.
You've onl) gol some six second- of
audio. "*» < <u r I.I), will be most effective
il \ iiu think of it in terms of fi\<
onds of audio instead. It's better to
leave the viewer with one idea than
with a headache.
2. I se music or a simple sound
effect rather than main words. A two-
line jingle is more memorable than a
five-line pitch.
3. Don't crowd the screen with let-
tering it ma) conflict with the station
call letter- that occup) 2.V , of the
tele\ ision screen.
WIJIID T
THE STATE S T A illl O N
IflWIl I
VHF CHANNEL Q MANCHESTER, N H
THE BEST SICNAL— AND LOCAL COVERAGE
FROM WITHIN THE MARKET
105,000 TV families
f LUS
1 1 5,000 TV families
PLUS
15,000 TV families
Total PRIMARY coverage 235,000 TV fam 1 |,rs
BONUS COVERAGE! ►
1 mm && '^7 - - %sjl§r|
/ . -k'/ -' r -A - -^concord -iSr^i--"^ -5^
MANCHESTER
h
r ■ JUSi, GRADE A
■<M~ N H - r V"" HAVERHILL r,
-\vass ^ massT^^*^^ » L T E
LOWELL y
BOSTON
GRADE B.
v«i""" * J-W&-. WORCESTER ^l^^SPRS-V "
90
SPONSOR
Television-1890?
No, it's just a picture of one of the many ways that WRGB
proves itself a good neighbor to the communities it serves.
Even our cameramen, above, went all out with beards, string
ties and tattersall vests to help nearby Scotia celebrate its
Golden Jubilee. Behind the beavers and costumes, the lads
are strictly 1954 personnel, helping to bring the finest
modern television to the 37 5,000 families in WRGB's pri-
mary area.
A GENERAL ELECTRIC STATION, SCHENECTADY, NEW YORK
m
Represented Nationally by NBC Spot Sales
New York • Cleveland • Chicago • Detroit
Hollywood • San Francisco
THE CAPITAL DISTRICT'S ONLY FULL-TIME TELEVISION STATION
12 JULY 1954
91
The GREAT HOOSIER HEARTLAND
SET COUNT -545,535
(RTMA-May 1, 1954)
•
Grade A Coverage
Indianapolis • Terre Haute
Grade B Pop. • 1,922,150
(SRDS — Consumer Markets)
For BLOOMINGTON • INDIANAPOLIS • TERRE HAUTE
and all the Hoosier Heartland
WTTV Channel m^f Owned and Operated by Sarkes Tarzian in Bloomington, Indiana
Represented Nationally by ROBERT MEEKER ASSOCIATES, Inc.
New York • Chicago • Los Angeles ' San Francisco
92
SPONSOR
4. Avoid excessive action. What's
effective on 100'. screen ma) tend to
look cluttered on 75% of it.
5. Forget about "before and afters"
— you can't make the point in 10 sec-
onds. Use close-up of the product or
of a person using the product.
Q. Are SRA standards for I.D.'s
likely to change within the near
future?
A. The SRA standards, established
a couple of years ago, provide that
six seconds of audio out of a 10-sec-
ond station identification may be de-
voted to the commercial pitch. The
call letters of the station must appear
in the top right-hand quarter of the
screen throughout the entire 10 sec-
onds. Members of the 4A's are cur-
rently meeting to discuss possible re-
vision of the SRA standards. Among
the suggested revisions are: (1) giv-
ing advertisers 100% of the screen
during eight seconds of the I.D. ; (2 I
having the station rather than the ad-
vertiser through the agency pay for
putting the station's call letters on the
duplicate negative.
SAG re-use payments
Q. Have SAC re-use payments to
players in film commercials forced
any advertisers out of spot tv?
A. A survey of major New York
film producers indicates that there has
been no change in the number of film
commercials being made. The first
six months of 1954 were, of course, far
busier than the first six months of
1953. since the SAG strike paralyzed
film production until March 1953.
However, after the first rush of bus-
iness following the strike settlement.
certain facts began to emerge:
• A few small tv advertisers have
unquestionably staved away from film
commercials — possibly even dropped
out of the medium — because of the
extra cost burden imposed by SAG
re-use payments.
• Medium-budget and even large-
budget advertisers hesitate as they nev-
er had before about discarding old
film footage. The tendency is to sug-
gest incorporating edited parts of old
commercials into the new ones.
• The SAG contract provided the
anticipated shot in the arm to anima-
tion. More, better and increasing!)
original animation has been taking
the place of the dramatic -kit t\pe of
li\ caction commercials.
Most of the trends predicted by
agencymen and producers at the time
the SAG contract was signed, 2 March
L953 (see sponsor 23 March 1953 is-
sue for details l. actually came about:
(1) more table-top photography and
demonstration: i2i fewer actors on
screen and fewer off-screen voices; (3)
more shots of hands only, or feet only,
or lips only, depending upon the prod-
uct adwi liscd i to a\ oid li.n ing to pa)
pla) i-i - re-use pa) ments" i .
Q. Has the SAC contract put an
extra overhead burden on film
producers and agencies?
A. Film producers generalK don't
have any more bookkeeping to do than
they had prior to the SAG contract.
They're responsible now as then onl)
for the initial payment made to actors
for their studio or location working
time, therefore don't pay extra.
TWO
BILLION
RABBIT
EARS ' i
■ ■
I ES SIR ! KID-TV can deliver your sales message
to 1,000,000 sets of rabbit-ears (complete with
rabbits) — and throw in a couple of flying saucers
too! BUT — if it's PEOPLE you want — KID-TV's
100,000 watts of maximum power (ON THE AIR NOW),
delivers 230,000 of THEM every broadcast day!
From 6.700 feet above sea level. KID-TV's Channel
3 Transmitter delivers a grade A signal in two
booming markets of Southern Idaho. IX FACT it's
the ONLY TV SIGNAL RECEIVABLE in POCATELLO and
IDAHO FALLS. Top programming from all four network-,
plus the finest "Locals" !
1
CBS
I 1
NBC
1 I
ABC
1 1
Du Mont
■ *
Nationally
Represented by
1
GILL- PERN A
C.N "ROSY" LAYNE, GENERAL MANAGER
12 JULY 1954
93
CONNECTION
Set for Sept. 26!
WE'RE on our mark, set and
ready for that next important
step in the life of KOB TV and
the Albuquerque market it
serves so well! The first four
have been historic, too:
NOVEMBER 1948 - KOB-TV es-
tablished; one of America's
Pioneer Stations!
JUNE 1952 - KOB TV purchased
by Wayne Coy and TIME, Inc.
Improved and expanded pro-
gram structure begun immedi-
ately 1
OCTOBER 1953 - KOB TV start-
ed serving the market from
America's highest antenna site-
atop 10,832 foot Sandia Crest
— 4,200 feet above average
terrain 1
APRIL 1954 - KOB-TV moved
into modern new studios!
And,
on
SEPTEMBER 26, 1954 - KOB TV
will |om coast-to-coast facilities
of NBC — assuring better and
timelier programs, greater view-
ing interest and increased set
sales in "America's Fastest-
Growing Market!" (U. S. NEWS
AND WORLD REPORT, March 6
1953).
YOUR Next Step
to cash in on this next
forward stride of KOB-TV
is to contact us without
delay! Some choice avail-
abilities remain, but they're
going — fast!
KOB-TV
^^^ Low-Band Channel 4
ALBUQUERQUE
A.pr»».nl.d br Tht BAANHAM CO
I be advertising agero ies, however,
have taken the brunt "I the bookkeep-
burden. It is uj< i" them to keep
ii. i< k of the number of markets in
whit Ii .i i ommen ia] is show n as well
,i- the numbei of times it runs, The)
inii-i also take care of withholding tax
..hi ..I these re-use paj ments.
\ n tualh .«H ol the aeen< ies h Ih> re
hea> j in h billings have had to hire
one "i two .Hid even three extra people
to |inli. c id. use <>t 1 1 1 « - i x ' omraercials
and 'I" ill'- bookkeeping involved. \l-
berl Reibling, manager of radio and
i\ ai Kudner agency, foi example, has
niic man working full-time on this job.
Stan I .omas, \ ,p. of i ommer< ial i\ al
\\ illiam Est) < ■>.. ( ui rentlj emplo) a
niic person full-time for the policing
and I kkeeping job, bul expects t"
need two people in the job bj fall.
Q. Has the SAC contract been
changed or amended since the
time it was signed by the New
York Film Producers Assn. on 2
March 1953?
A. \u changes or amendments have
been made on the SAG contract. It
will In- i j j » I", renegotiation next year.
However, nol even the mosl optimistic
of agencymen believes that there's a
chance "I revoking the re-use payment
principle now thai it ha- become es-
tablished.
Some subtle changes in the applica-
tion of the contract, however, have oc-
curred a- a result of interpretation.
Mi-. Florence Marston, New York
i hairman <>l the S \<'. told sponsor
ili.it questions of interpretation which
have been brought up during the past
j i .ii were al w a\ - settled through in-
dividual discussion and reevaluation
ol die contract clauses.
< me of tin- main subjet t- that has
• (Hue up foi v \(. reinterpretation is
the definition of an extra. Onl) "play-
■ i- an- subjei i to re-use payments and
players are persons who speak on
- reen oj persons identified m itfa the
product. I ictras, therefore, are persons
who don't speak on screen and an- not
identified with the produi t.
r!owev< i . there have been instant es
"up - i ii. - in commen ials where
man) persons used the advertised
produi t on -< reen ami yet the) were
termed extras, not subject to re-use
payments. I In reasoning Inn- was
that these persons were part of the
background against which one partic-
ular person gave tin- produd pitch.
Anothei device used by some pro-
dlM <rs and agencies to limit re-use pa\-
ments lor off-screen voices i* "'double-
tracking." Double-tracking i> done in
the following way: One girl singer
records a Bong on tape. The same
girl thm re-records die harmony. By
combining the tapes \ou get a multi-
ple-voice effect, hut you pay only for
one off-screen voice. As one adman
put it: "You can make one singer
Bound like the Westminster Choir."
To date SAG has not objected to this
d<-\ ice.
Another wa) of avoiding SAG re-use
payments has been to film commer-
cial- outside of the I .S. Several agen-
< ii - and producers have found that
man) economies can he made by using
both foreign and American actors
abroad. Of course, if a producer takes
bis talent along with him to film
abroad, those players are subject to
re-use payments. Among economies
that can be effected outside of the I S.
to offset the cost of transportation are
the following: cheaper sets, cheaper
music, the opportunity of substituting
interesting locations for expensive
studio set-.
Syndicated tv films
Q. To what extent are syndicat-
ed made-for-tv films a factor in
U.S. television advertising?
A. This is the outlook for 1954:
1. Dollar value: This year's syndi-
cated film business, excluding tv fea-
ture film- and film commercials, will
be worth approximate!) s(><).000,000.
according to estimates made earlier
this year b) a representative sample
of syndicators and producers. I See
"\ ( )~i\ T\ Film Section," 25 Januan
1954, paj:e 52. i
2. Program importance: A recent
\ \KT15 surve) (see Film Basics, page
184) revealed that syndicated film
amount- to just short of 3095 of the
total hour- of t\ programs aired each
week b) the average I .S. tv station.
Ilii- figure i- highest in markets of
50,000-500,000 population ia\erage:
17.59? ' '■ lower in markets of over
500,000 people (average: 18.69! ).
A. Production investment: \- SPON-
SOR went to press, leading distributors
estimated that there were more than
n i\ film series in production, both
here ami abroad, for I .S. t\ film syn-
dication. Sint e eat h series today rep-
94
SPONSOR
SUCCESS STORY FOR
UHF IN THE MAKING!
In California's Central Galleys . . tv homes
zvere practically Doubled in just eight
months due to the advent of
Crystal Clear UHF Reception!
Four years fringe area reception (from S.F.) 52,943 tv homes
EIGHT MONTHS UHF INFLUENCE Increase to 95,272 tv homes
In eight short months Jan. I 1 954 the percentage of
tv homes climbed from 35.7% to 55.3%
The imminence of UHF gave promise for Improved
Service . . . therefore . . . all new sets sold during
the last half of 1953 were 95% UHF-VHF receivers!
KTVU's Central Valleys have become a hot sales area
for UHF sets . . .Proof of this is the total count . . .
to date . . . of UHF sets within KTVU's Effective
coverage area . . .
NOW — June 1, 1954 — according to NBC research — including Sacramento,
Stockton and Modesto areas— 98,100 UHF Homes — add contiguous coun-
ties— GRAND RESULT— over 100,000 UHF HOMES
One-Half Million
Watts From Half-
Mile in the Shy!
KTVU
36 NBC TV
Represented by George P. Hollingbery Company
12 JULY 1954 95
its .1 i apital investraenl ol al least
ol I", weeks I for half-hour
films) and often up to 1500,000, there
is ., total -.1 some $20,000,000 invest-
ed in L95 1 film pi oduction foi s) ndi-
< ation.
I. \iiiinmil spot value: Uthough
the I'ulk sj odicatoi - estimate 7 >' !
<>l the syndicated film business is • I < > n. -
through film sales to lo< al stations or
regional local advertisers, spot-placed
film programs are an increasingl) im-
poi i i nt fa< toj in national campaigns.
Some film syndicators told sponsor
thej were doing "80* ! or more of
theii business direct!) with major
agencies .in<l advertisers. Multi-market
campaigns ol 20, 30 oi !■" markets for
one i li.ni are not un< ommon ; some-
i imes the total can i un as high as 80
markets. Net value <>! this business
(exclusive "I time) amounts, at indus-
ti \ guesstimates, to over $15,000,1
annually .
Q. From the national advertiser's
viewpoint, what is the cost out-
look for fall in syndicated tv films?
A. The cost trend is upward.
Ontif TVCctieHnf Cntife
£ick Central HanAad
• 50% Saturation
• Wichita Studios
• Bonus Coverage
• Viewer Loyalty
For the biggest television buy in Kansas, contact the
Hutchinson or Wichita KTVH Sales Office and see how
you can get viewer domination in the largest metropolitan
market in Kansas.
CHANNEL
12
KTVH
HUTCHINSON - WICHITA
VHP
240,000
WATTS
CBS BASIC -DU MONT -ABC
REPRESENTED BY H-R TELEVISION, INC.
COVERS CENTRAL KANSAS
I lii. are three reasons wh) :
1. Production costs in tv films have
gone up for both talent and unionized
-killed labor used in filming shows.
Syndicators estimate that this rise will
add "about 10%" to the COStS of
shooting t\ films this year as com-
pared with 1953. Since producers of-
ten uuik on paper-thin margins, in or-
dei lo price their product competitive-
ly, thej cannot absorb verj much of
this < osl rise, and most of it will he
passed along to hu\ers.
2. Film pricing i- also a function
of station time. Often film prices are
filmed as a percentage < such as 2-V , |
of a station- Class \ spot hourly rates.
Since a number of stations expect to
raise their rates again this fall
"Kale outlook," page 80), this too
should add somewhere between 5 and
Id', to costs as compared with last
year.
3. Again because of tight profit
margin any increases in the "hidden
costs" of t\ film syndication such as
shipping, handling, storage, extra
prints, sound effects, stork film foot-
age, postal and express rates- will
probabl) be passed along to buyers.
This applies also to anj increases in
sales costs not covered 1>\ sales return.
Q. What trends are apparent for
fall in clearing station time slots
for syndicated tv films?
A. Although networks have l>een
making a concerted effort to win more
afternoon and late-night time slots for
network programing, syndicators are
general!) fairly optimistic about a
sponsor's chances for (tearing good
time slots for syndicated tv films.
"The situation is getting tough on
a few of the bip ow ned-and-operated
network stations," the sales director of
a syndicator told sponsor, "but sta-
tions in \ irtualK all of the top 30 mar-
kets will still dear pood time slots for
a -how — provided: (1) the sponsor
will sipn for at least 20 weeks and
preferably 52 weeks, (2) thequalitj <»f
the show i- high enough to insure a
sizable viewing audience. \ network
affiliate makes more nionev out of a
syndicated deal than from a network
-how. and man] are not al all afraid
to refuse network programing, partic-
ularly kinescopes, in order to slot a
-\ ndicated propert) .'"
In addition to this general situation
outlined above, there are some other
96
SPONSOR
IN THE GREATER SAN FRANCISCO MARKET
• ••you cover more on CHANNEL 4
KRON-TV COVERS THIS BIG MARKET...
• With a population of 3,600,000
• Spending V/2 billion dollars annually on
retail purchases
• The eighth largest in set ownership
...SO COVER MORE ON
CHANNEL 4
FREE & PETERS, INC. • NATIONAL REPRESENTATIVES
BECAUSE CHANNEL 4 PROVIDES
• Maximum legal power operating at 100,000 watts
• Highest antenna in San Francisco at
1441 feet above sea level
• Low channel frequency insuring stronger signal
• Top-rated NBC and local programs
SAN FRANCISCO HJi
12 JULY 1954
97
I . Estimate your total cost per
print for the round trip — to sta-
tion and return. If you know your
total cost, enter here: $
If not, here's a check list of steps
performed by Bonded to help
you estimate your total cost.
Enter what you think your cost is
for each service, skipping those
you do not now receive.
Attaching leaders $
Mounting on reels
Inserting commercials
Cost of container, reels
Shipping
Print Control Record
Confirmation of waybills
Immediate check in on return
Examination and repair
Cleaning
Removal of commercials
Report of print condition
Storage
TOTAL $
•L. Next, estimate the number
of prints (programs, features, or
commercials) you use in an av-
erage month. Multiply. Put the
total here. $_ Don't
just groan, move on to Step 3.
«#« Now phone, or write, for a
Bonded TV Film Service estimate
and plan for handling your film.
It costs you nothing to find out.
And — whether your needs are
large or small, whether you now
do your own film handling or not
— you will find that Bonded can
do the job better and cheaper.
DED
TV FILM SERVICE
LOS ANGELES • NEW YORK
904 N. La Cicnega
BR 2-7825
630 Ninth Ave
JU 6-1030
FASTER, SAFER, LESS COSTLY...
Because It's More Efficient!
time-clearance developments <>! inter-
est in national spot advertisers, such
as :
1. Spot carriers: To help uhf sta-
tions gel .t Buppl) <<l syndicated t\
film-. \l P I \ recentl) proposed a soi i
■ ■I "pay-as-you-go" plan thai is ;i modi-
fication ul the Bpot carriei -air- plans
of major networks. The plan ha- re-
ceived a semi-official "O.K." from the
Federal Communications Commission,
ami i- likel) to In- in operation bj
Fall. In practice, \IPI\ will give film
tu new ulif outlets, and then Bell Bpol
announcements in national advertisers
which will lif aired with the shows.
The station will designate tin- time
-Ini- tm the announcements. The plan.
in effect, guarantees spot time clear-
ances in advance.
2. / itaph plan: I hi- -\ ndicator-
producei i- backed primarily 1>\ sta-
tion investmenl (see storj in SPONSOR,
1 I Januai \ L95 I. page 12 i. Current-
ly, a total of 12 l\ outlet- arc stock-
holders in \ itapix and the outlook is
for 60 b\ fall. Latest deal: Parole
Chief, a half-hour film series starring
Pat O'Brien, i- now being offered to
agencies for multi-market sponsorship.
Mready, 34 stations — almost all in the
largest t\ market- and main with top
network affiliations — have indicated
that the) will clear Class A time for
a sponsor who will buy this "film net-
work." Station reps, incidentally, get
their full commissions on this arrange-
ment. \ itapix expects a quick sale of
this initial film property. "When I
told one agem \ we could guarantee
half-hour time clearances in Class A
on 34 big stations." said a Vitapix ex-
ecutive to sponsor, "the) just flipped."
3. Rep-syndicator liaison: Since
they are all part of the "spot tv fam-
ily, reps and syndicators have lately
; been taking a number <>f steps that
will probabK result in closer coopera-
tion in landing sponsors and clearing
time for syndicated film properties.
A good deal of pioneer work in this
field has been done b\ the Katz Vgen-
■ \ rep firm, which last year set up it-
Station Films, Inc.. a non-profit organ-
ization designed to act as a centra]
film buying office lor Katz station cli-
ents. Through it. stations increase tin
effect) their buying power, ami syn-
dic aim- save on -ale- COStS.
Latest step: Di< k Dohertj . consul-
tant lo the fledgling l'\ \P (see report
on page 78), had planned a series ol
meetings with top film syndicators.
Object: to acquaint reps with the prob-
lem- nl syndicators, and to brief syn-
dicators mi the latest spot tv -ale-
trend-.
Stated Dohert) recently: "TvAB
cannot fail to be of jireat benefit to
the t\ film industry Bince increased
-ale- of station time will of necessity
produce in< reased sales of film." (Mer-
ger of T\ \B with NARTB's planned
promotion bureau should not alter pos-
-ibilitie- of cooperation, i
Q. Have reruns established them-
selves in the tv film industry?
A. Definitely.
\ Mel-en stud\ la-l -unmier -bowed
admen that film rerun- lost fewer rat-
ing points during the summer than
first-run show-, that the\ -bowed a bet-
ter share-of-audiem e picture, and an
excellent "Audience Held" level, i For
details, see charts in Film Basic-, page
188.)
Due to continuing t\ home growth
in even the biggesl tv markets, rerun
film show- have racked up homes-
reached scores as high a- 150$ more
on the rerun than on the first-run
showing. B\ and large, admen now
judge reruns — including shows first
seen mi networks- almost a- thej
would anj first-run property, provid-
ed the initial rating i- satisfactory.
Q. Will there be more "multi-
market" syndicated film sales to
advertisers this fall than a year
ago?
A. Bv all indication-. \e-. Industry
leaders expect an increase of some
20' ( in sales of this type this fall.
Here are some of the larger multi-
market film sales in the syndicated
field as sponsor went to pre--:
Zi\"s two biggest multi-market deals
— Carter Product- and Samsonite Lug-
gage on Mr. District Attorney and
Phillips Petroleum on / Led Three
Lives are <:etting bigger. The Carter-
Samsonite list will shortlj jump from
40 to 15 markets: Phillip will go from
23 to 35 market-.
Canada Drj is continuing as one of
the largest multi-market syndicated
sponsors with (IBS T\ Film Syndica-
tion's Annie Oakley. \ired for the
beverage firm and its bottlers in some
ill) market-, the series is -pmisored
e\ ei\ -other-week b\ various local and
regional advertisers.
Pure Oil Co. continues it- sponsor-
98
SPONSOR
AUDIO;
MORE p«©p&,...
WFAA-TV's nine-county TV market is
Texas* largest — 1,420,600 people. With
345,000- TV-equipped homes, WFAA-TV is
your entree into 4 out of 5 of the mar-
ket 's 437,500 homes.
•WFAA TV Research Depl.. June 1, 1954
...m^ MORE 'wwim
The WFAA-TV market controls one-
fifth of Texas' effective buying power
with a total of $2,525,723,000. Aver-
age is $5773 per family.
fr^MORE...
Comes the clincher — more than 20%
of Texas' retail sales are made in the
WFAA-TV market ! In 1953 retail sales for
the market hit an all-time high of
$1,850,450,000. Per family averages
W6 1*6 • • ■
WFAA-TV % OVER % OVER
MARKET TEXAS TEXAS U.S. U.S.
Retail Sales $4230 $3739 +13.3 $3617 -J- 16.9
Drug Soles 132 116 +13.8 102 +30.7
Genl. Mdse 807 440 +83.5 403 +100.
Furn., HH., TV ... . 205 194 + 5.7 193 + 6.2
Automotive 902 880 + 2.1 704 + 28.1
(Sales Management May 10. 19541
345,000 sets in WFAA-TV's market provide
easy access to purchasers' purses — just
ask a Petry man !
VIDEO
X
^
m
w.
<QV<?
IX
lrtiif
53
.?^- "
WFAA-T
ABC
■ . .
RALPH NIMMONS, Sta. Mgr. • EDW. PETRY A CO., Natl. Rep. • TELEVISION SERVICE OF THE DALLAS MORNING NEWS
12 JULY 1954
99
I'M JOE FLOYD...
I belong to a family of
BIG SPENDERS
They re the folks who make
up the rich four-state
money belt,* of which Sioux
Falls is the hub. They're good
-spenders — and always have been —
dimply because they have the
■wherewithal to spend (way above
the national average). They like
better things . . . and they look
and listen to KELO (TV and Radio)
to tell them what those better
things are. Want to meet these
brand-buying folks over a store
counter? KELO will introduce
you to them — convincingly!
* Husky sections of South Da-
kota, Minnesota, Iowa, Nebraska
KELO
and ^adia
Channel 11 -Sioux Falls, S.D.
JOE FLOYD, President
NBC (TV) PRIMARY
ABC • CBS • DUMONT
•Wff. (Radio) Affiliate
ship u! the Dragnet reruns, Badge 71 I.
in '51 markets thai extend from Dululh
in the upper Midwesl t<» Miami. The
show i- syndicated 1>\ MIC T\ Film.
On ili<- Wesl Coast, Signal Oil will
sponsoi .i new CBS rV-sj ndicated
property, The Whistler, in some LO
markets throughout it- area Btarting
in September. Signal, incidentally, has
sponsored the radio version "I the
-how (iii ,i Pacific < oasl web lor some
I I years.
Some others:
Bowman Biscuit Co. i a dn ision ol
I niiiil Biscuil i has Guild Films' Liber-
ace in 13 markets and Ohio Oil I o.
sponsors same syndicator's Life II iih
Elizabeth in LO cities. I.ilivl Corp airs
Screen Gems' The Big Playback in 15
markets. Liebemann Breweries (Rhein-
gold Beei I has signed for Official
Films' Star and the Story, a big-budgel
package b) Four-Star Productions, for
a dozen outlets in California and New
i ork State. Pure Oil (see above) also
sponsors ABC TV's syndicated Racket
Squad in a dozen markets; Heileman
Brewing has the same show in 14
markets. (This is just a sampling of
the manv multi-market buys.)
Fee tv
Q. Is subscription tv coming?
A. The answer is "yes" if you ask
the pay-as-you-see people. Three com-
panies which have proposed fee tv
systems — Phonevision. Skiatron and
Telemeter — have petitioned for an FCC
hearing. Dr. Millard Faught. a lead-
ing exponent of fee tv and Zenith Ra-
dio Corp. economic consultant, feels
FCC's decision mav he forthcoming
before the end of 1954.
Q. Is fee tv the answer to tv's
cost problems?
A. Dr. Faught points to the spiraling
< < >~l> of t\ costs he feels cannot be
paid for l>\ sponsorship only. Says he:
"About half of tv's total income comes
from less than a score of national ad-
vertise] -.
In terms of fee tv's potential revenue
the proponents ol subscription t\ cite
the hypothetical example of a t\ run
of Gone with the II ind. Released on
t\ \ia a fee system at $1 per set,
(.11 III would gross $10 million even
i: onl) one-third of the I .S. t\ sets
limed in.
Prioi to lifting oi the FCC freeze
Hi L949, Dr. Faught projected a tv cost
estimate into the future. Hi- conclu-
sion at that time Btill -er\e- a- gospel
for fee t\ proponents today : ". . . The
■ "-i ol providing "national television
service from a theoretical future -\--
tem (1 f I. (ton stations, arranged in four
networks and programing only 70
hour- pel week, hall network and half
local programs, would cost $1,740,-
252,500 per year." He pointed out
that t\ advertisers would ha\e to sell
better than $80 billion worth of mer-
chandise and services annually to af-
ford this lai gate annual tele-
\ ision budget.
Q. Has fee tv been tested?
1. Phonevision, owned by Zenith
Radio Corp., completed its latest tests
in New York in spring 1054. The
(inn had applied to FCC for permis-
sion to test in New x ork over a three-
month period. Here- how Zenith pub-
lic relations \ . P. Ted Leitzell de-
scribed the results to sponsor:
"Dr. I.llett and hi- crew were able
lo wind up the whole tiling in just one
week. This was primarily an engineer-
ing test performed in connection with
WOR-TV and gave us the opportimin
of tr\in<: out one of our airborne
Phonevision systems a method that
<arrie> the decoding kev right along
with the picture transmission.
'" I he test radiated outward from the
Empire State Building up to 100 land
miles awa\ from the transmitter, and
we now know that if Phonevision is au-
thorized by the FCC and put into com-
mercial operation, it- program features
will he available to people in even
area where it's possible to get satis-
factor) reception of regular televi-
sion."
2. International Telemeter Corp. of
l.o- Vngeles, owned b) Paramount
Pictures, ran a test operation in Palm
Springs, Cat, in October 1952. A com-
munity antenna was set up in Palm
Springs, where there was one local
radio and no t\ station at the time.
By means of this mountain-top an-
tenna. Telemeter piped programs to tv
sel owner- in the Palm Springs area
direct from seven l.o- Vngeles tv sta-
tions.
A. Skiatron as well has conducted
te-t- using facilities of WOK-TY.
100
SPONSOR
in PITTSBURGH
LL
spells
SALES-
W.
hen you sell to Pittsburgh you sell to the
nation's sixth largest metropolitan market.
An industrial area whose manufactures top
those of 37 states.
When you sell to Pittsburgh, you tap the retail
buying power of 6V4 million people.
And you will sell to Pittsburgh, day or night,
on Pittsburgh's first television station —
Du Mont's WDTV!
Watching WDTV is a daily pleasure in
more than a million Pittsburgh District homes.
WDTV programs are geared to Pittsburgh
people, Pittsburgh habits, Pittsburgh tastes.
So beam your Pittsburgh sales efforts straight
to success — on Channel 2 — WDTV!
First and salesmost in Pittsburgh!
Channel
Pittsburgh's tf-i/iM Television Station
GATEWAY CENTER, PITTSBURGH 22, PA.
Owned and Operated by ALLEN B. DU MONT LABORATORIES, INC.
HAROLD C. LUND, General Manager
2
12 JULY 1954
T01
KEDD
WICHITA KANSAS
NBC* ABC
97 <; OF THE
WICHITA TV
AUDIENCE SEE
TELEVISION AT ITS
BEST ON KEDD
KEDD
CHANNEL
WICHITA
KANSAS
Edward Petry & Co., Inc.
Q. How does fee tv work?
A. ^ on transmit a "scrambled" sig-
nal iliat can be enjoyed only by view-
ers who |>a\ a fee to get a clear pic-
ture. Several subscription tv systems
i exist. Zenith alone ha- submitted five
systems to FCC for approval.
Q. What type of programing do
the fee tv people plan to offer?
A. A varietj of programs that are
current!) either too specialized or too
expensive to be offered on either a sus-
taining or on a commercial basis. In-
cluded among these are major sports
• •Mil!-, film premieres, Broadwav
shows and possibly such cultural fare
as special religious services or col-
lege lectures.
s ays Dr. Faught: "The FCC has set
aside 250 of its allocations for educa-
tional television stations. ... If an
educational station could collect tui-
tion via subscription tv for a few out-
standing programs, it would have the
funds to operate many more hours per
week on a free public-service basis."
Q. How would fee tv affect tv
stations?
A. The fee tv people consider the
system an added source of revenue for
t\ stations — comparable to the revenue
publishers get from selling copies of
their newspapers and magazines. They
feel it will help all stations now caught
in the squeeze between high operating
costs and insufficient revenue. The)
have in mind both vhf and uhf stations.
Q. How would advertisers be af-
fected?
A. Fee t\ would help advertisers if
it kept smaller tv stations healthy; the
stations would be there for campaigns
when needed — even though the nation-
al advertiser was not regularly "sup-
porting" them. It might be a com-
petitor of the national advertiser as
well, however, wing with him for some
of the big special events and sports
attractions tv has been carrying.
Proponents of lee t\ contend, how-
ever, that the advertiser has in man)
cases already lost the opportunit) t"
buv major sports attractions. Reason:
Sports promoters fear loss of attend-
ance and demand such high prices that
only those who actuall) charge for ad-
mission (.theatres equipped for t\ i can
afford to buv rights to televise them.
Farm tv
Q. Is there any difference in the
time buying pattern between farm
radio and farm tv?
A. Die heaviest farm radio users, in
the pa-t. have used early morning and
noontime i Class 13 or C times). But
the trend in tv is to use Class A eve-
ning time — to reach the farmer when
he's done with the chores, relaxing at
the end of the day. This is particularly
true of local and regional farm tv
advertisers.
Q. Are there any special tech-
niques for farm commercials?
A. \\ hat works for urban commer-
< ial- holds true for farm commercials.
Most important point: Demonstration.
William L. Hurlev. general manager
of KXJB-TV, Valley City-Fargo, N. D.,
says sponsors "have to show how :
How to kill a bug, how to cure a sick
cow, how to make corn grow better.
We ha\e a rule for our tv sponsors,"
says Hurley. "If it doesn't wiggle —
put it back in radio." Hurley, like
other tv station managers serving farm
viewers, says television is a natural for
many farm products "because so many
of them depend upon demonstration
for their effectiveness. It used to be
that when a dealer got, say, 100 farm-
ers to attend a demonstration of a new-
implement, he'd call it a great success.
Now the dealer can give the same
demonstration to thousands of farm-
ers — and the dealers are delighted."
Q. What types of sponsors use
farm television?
A. Feed companies are among the
heavy users of farm tv I like food com-
panies, the product of feed companies
is consumed every day so there is a
\ast market to tap). Implement com-
panies also use tv. Seasonal farm rv
advertisers include hatcheries, seeds,
agricultural chemicals and antibiotics.
Clients with more general products as
well have turned to farm t\ .
Q. What other specialties are
part of tv programing?
A. Some t\ stations in big cities are
adding foreign-language -how- and
shows designed for Negro audit
(See SPONSOR'S Program Guide.)
102
SPONSOR
What do you want of a
television station?
COVERAGE?
AUDIENCE?
PRESTIGE?
Operating on the low channel 2 dial spot with, 100,000
watts boomed out from a 1062-ft. tower, WSB-TV gives
you merchandisable coverage in Georgia, Alabama,
Tennessee, North Carolina and South Carolina. (1)
High Tower, (2) maximum power, and (3) low chan-
nel are the three ingredients that add up to tops in
coverage effectivity.
WSB-TV delivers* listeners in 18% more counties
than Atlanta station B; in 106% more counties than
station C. In the outlying 25-74% effective coverage
area, WSB-TV delivers 63,235 more families than
station B, and 137,782 more families than station C.
We or Petry will be happy to show you supporting sta-
tistical evidence in full.
WSB-TV was the first television station in the South,
and richly shares the prestige of its affiliate, WSB
Radio, Dixie's pioneer broadcaster with a record of
32 years service in the public interest. These stations
are affiliated with The Atlanta Journal and The
Atlanta Constitution. Get more for your money . . .
Get on WSB-TV. Ask Petry for availabilities.
The great AREA station
of the Southeast / W$D-f V
Atlanta, Georgia
*ARB Reception Index Study, February 1954
12 JULY 1954
103
Get in thi
Largest
Most
average audience,
quarter-hour wins,
6 of the top 10
day and night
day and night
nighttime shows
icture I
7 of the top 10
weekday
daytime shows
Most of the top 10
daily local shows
Source: ARB, May '54
For the best
exposure
in the nation's
number one
market, get on
the number one
station:
WCBS-TV
New York
CHANNEL 2
CBS Owned...
Represented by
CBS Television Spot Sales
V
PLUS
760,000 MORE
KGUL-TV GIVES GREATER COVERAGE IN
THE GREAT GULF COAST MARKET.
'Someone will enter Houston on July 3rd to
become the millionth resident. It's with pride
that we mark this day, for these million people
make up c major part of the 1,760,000 persons
living in KGUL-TV's coverage area. The rich
Gulf Coast market is not just Houston but the
entire area . . . best covered . . . most econom-
ically by KGUL-TV, the CBS basic affiliate for
the Gulf Coast.
So remember the million — Plus!
LOOK AT THE FACTS
Cumulative Totals
Population
Food Sales
Auto Sales
Drug Sales
Greater Houston
1,000,000
282,642,000
263,296,000
35,947,000
KGUL-TV Primary
1,310,200
363,764,000
340,465,000
46,363,000
KGUL-TV Secondary
1,760.100
474,640,000
442,737,000
59,641,000
Source: Sales Management 1954 and Houston Chomber of Commerce
C^yt&b s^jesZ^ /&(?e^^6c?*C' /£j6c^ &*& /e^z^S
Q
KGUl'TV
The Southwestern TV Station with the Most
Consistent Growth
Represented Nationally by CBS Television Spot Sales
106
SPONSOR
T*«
**
****
In the Detroit «reo, CK1W-TV with iti 325,000
watt power penetrates a population grand total
area of S, 416, 375 in whiih 82.7% al all families
own IV sets. Of these 1,305,520 TV families
M.2% ore covered hy CKtW-TV channel 1, or a
grand total (overage of 1,151,554 TV families.
CKLW-TV
Guardian Bldg • Detroit
IN
THE
DETROIT
AREA
THIS WORLD'S YOUR APPLE!
Just one from the bushel of bonus areas you blanket with WHIO-TV.
All in addition to the 415,355 TV families in the primary coverage area,
dominated by the World's Tallest TV Tower — 1104 feet, delivering the
equivalent of 316,000 watts at 1,000 feet above average terrain.
SHARE OF LIMA AUDIENCE-
EVENINGS— SUNDAY THROUGH SATURDAY, FEB.
14-27, 1954.
Station D
3.2
1.3
2.3
Time
7-8
8-9
9-10
WHIO-TV
59.99
64.8
61.3
Station B Station C
(UHF)
32.3 4.6
25.2 8.5
24.2 12.2
This powerful testimony proves that WHIO-TV's new tower reaches out — over 80 miles from
Dayton — to grasp this ripe, rich market! A bread sponsor "discovered the new world" the easy way
. . . opened up the Lima Territory using Kenny Roberts, made a big hit with only 3 spots per week!
These many bonus markets plus WHIO-TV's big, regular service area add up to plus reasons why
you should buy WHIO-TV! For more facts, contact George C. Hollingbery representatives today.
*«
on
ONE OF
AMERICA'S
GREATEST
AREA
STATIONS
Pfy(twsarh
BourtxmO i KOSCtUSKQ
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Because of the unprecedented interest in the Storer" Americana"
ads and the requests for reprints both from within the industry and
without, we have ordered a limited quantity and will be happy
to fill further requests. Tell us if you'd like to receive copies of future
ads, too, as they are published. Write or call Tom Harker.
STORER BROADCASTING COMPANY
WJBK • WJBK-TV WAGA • WAGATV
Detroit, Mich. Atlanta, Ga.
WBRC • WBRCTV WWVA WGBS
Birmingham, Ala. Wheeling, W. Va. Miami, Fla.
NATIONAL SALES HEADQUARTERS:
TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr.
118 E. 57th St., New York 22, Eldorado 5-7690 • 230 N. Michigan Ave., Chicago 1, Franklin 2-6498
WSPD • WSPD-TV
Toledo, Ohio
KGBS • KGBS-TV
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you have a
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116
SPONSOR
pjffll SPECIAL FALL FACTS REPORT
THE SRO SIGNS ARE HANGING OUT EARLIER THAN USUAL
Here are some of the important questions you will find answered in the pages of this report
t|. Bom; can an advertiser buy into nighttime network tv? page 118
(J, What daytime periods are available? page 119
|| a Will station clearances be any easier this fall? page 120
|| B Will network tv costs be higher this fall? page 124
v|. The tiftf dilemma: Is it the advertiser's worry? page 144
y. I* hot uhf proposals will the FCC adopt? page 146
|£ B W hut markets will be able to telecast network color? page 148
U. Should an advertiser buy color tv this fall? page 148
||. What are nettvork policies on titne franchises? page 152
12 JULY 1954 117
Availabilities
Q. How hard will it be to find an
availability on network tv this fall?
A. The SRO signs are hanging out
i little earliei than usual this year.
So 1. 11 .1- nighttime availabilities on
\l'.( oi CBS is concerned, forgel aboul
it. I here jusl i ren i an) . 1 ou < an
stand in line and hope thai ma) be one
oi 1 1 1 < shows will liiul the going rock)
.mil be junked hut even il thai is the
ii i- unlikel) thai the sponsoi will
give up In- valuable time period. II
you stand in line \<>u ran be sure that,
.it this stage, there are alread) plent)
oi guys ahead "I you.
Q. Does that mean there's no
chance of getting into network tv
this season?
A. Nol at all. \BC and Du Monl
will have availabilities, though the
I'M inci has been sewing up sales al
night nicel) and will probabl) have a
lullci sponsored lineup this fall than
last. Both nl these networks generall)
attract fall clients later in the summer
than ( 11^ ui \B< ;. 1 hi- i- because
sponsoi - n"t able to j^et into NB( oi
i BS ui who don'l wanl to pa) the
program costs al those two networks
ui who don'l want the lineups some-
times required with < IBS and NBC
shows will gravitate i<> \B(' and Du
Mont.
Q. What are some of the avail-
able periods at night on ABC and
Du Mont?
A. The lalesl information indicates
there will be al leasl one period avail-
able mi \l!< evei | night in the week
except Tuesda) and Wednesday. Tak-
ing one da) al a time, here's the pic-
ture:
Sunday : The 8:00-9:00 period (op-
posite Colgate Comedy Hour ami
/ <)<i-~i oj the Town) will be occupied
li\ a myster) show, The Mrs!,, which
was formed) on W'i. three nights a
week. It will be berthed in between
Pepsi-Cola Playhouse an ' Walter V\ in-
chell. The show is available in t In-
full hour. I)-, tin- half hour and l>\ the
quartei hour. You can al-< . bu) Dr.
I.Q. al 9:30.
Monday : The 9:00-9:30 slot follow-
ing ' oice oj Firestone is open. You
< an also bu) tin- Eastern Parkwa) \n-
na boxing matches, starting at 9:30.
[he) will he available in November,
provided you notif) the net \>\ tin- be-
ginning nl September. Otherwise, the
boxing -how will be offered to \l!<
affiliates mi a co-op basis,
7 hursday : \ one-hour live dramatii
-how from Hollywood i- a possibilit)
for the ;!:(io- , ):iii) period. Program
plans an- not definite hut thinking i-
along tin- line- of the erstwhile IB(
tlbum with -nine prestige -how- to
give the program weight. Cost? In the
neighborhood of $35,000.
/ i I'iir, : I lie net w oik i- mulling ovei
an auilien e participation -how for the
9:30-10:00 slot. It'- tentativel) title.)
Take l/\ '/ ord and will feature Jim-
m\ Nelson and hi- puppets. I In- • "-t
will he in the budget bracket, possibl)
a 1 out $12,500.
Saturday : Except tor Saturday Might
Fights sponsored b) Bayuk Cigar, Sat-
urda) i- wide open. This includes
Fight Talk, following the Bayuk pro-
gram. Uthough the fights \ar\ in
length, tin- we!' guarantees l-'io minutes
••\ oi<-«» of Firegtone" shi't from NBC Radio-TV to ABC Ra-
dio-TV points up two trends: ( I ) increasing vulnerability of tv
franchises as network competition reaches new heights and (2) the
growing importance of ABC TV as a contender in the network battle
.Vfoi'ilir/ of Garry HOOFS show from afternoon to morning on
CBS TV emphasizes the web s crowded daytime lineup. Moore was
moved lo mcke room for one of two half-hour P&G shows acquired
by CBS from NBC. Show is half hour except Friday when it's I ' 2 hrs.
113
SPONSOR
for ever) 13-week cycle. \mi can get
it for the low. low price of $2,000 per
show. Stork Club, which follows, will
l>e available in segments. In the 8:00-
9:00 period the likelihood is a music
show featuring a different name hand
each week.
There are a wealth of a\ ailabililies
al night on Du Mont. Time clearance
is heller in some periods than others.
Bui with the right show you can do
pretty well with clearances, as wi nsss
the Bishop Sheen show and The Gold-
bergs, both of which have been locked
in combat with Vlilton Berle on NBC.
The Bishop has been seen on what is
believed to have been the largest line-
up for an\ network tv show, 169 sta-
tions. At latest count, The Goldbergs
were on 107 stations.
In addition to the unsold time on
Du Mont, there is always the possibil-
ity of a sponsorship cancellation at
the end of the 13-week summer cycle.
Best bet: check the network.
Q. What about daytime availa-
bilities?
A. Da\ time doesn't present nearly
the availabilities problem of nighttime.
One possible exception is CBS. With
two new P&G half-hour shows won
over from NBC the CBS T\ weekdav
daytime client lineup is definitely
crowded, mine crowded than it has
evei been. !» doesn't look like there
will be any openings for advertisers
to sponsor their own strips on the v ■ \
unless CBS decides to open the 5:00-
6:00 p.m. slot opposite Pinky !.<'<' and
Howdy Dood) on NBC.
I lowe\ er. ; dverl isers w ilJ find par-
ticipation availabilities on CBS dining
the day. The Morning Show (7:00 to
0:00 a.m.) is expe ted to have plenty
of openings. I I ere should be a choice
of announcement slots on the Bob
Crosby Show and Robert Q. Leu s,
both of which fall in the 2:00-4:00
p.m. period.
NBC's lineup will change ■ ~ i < i r-
abl\ during the summer and fall and
a good part of it is available for spo t-
sorship. It should be pointed out thai
NBC is not planning to program be-
tween noon and 3:00 p.m. This does
not mean NBC will not sell this time
to a client who wants it. It mean- that
In network would prefej to sell the
period- already programed.
Here is a sampling of what's avail-
able on NBC during the day:
10:30-10:45: / Time to Lite, a new
soap strip, which -tailed 5 Inlv . I he
plot revolves around a young widow
whose husband was killed in Korea
and who goes back to newspapei n
porting. It originates in Chicago. Th<
program pi ice is nol yet set but if oth-
er NBC prices are an\ indication it
will fall between $2,000 and $2,500
per program. The I 5-minu e timi I
on NBC's 51 basic stations during the
dav is s l L,395 gross.
I l-l 2:00: Home, the "women's mag-
azine of the air," is available in two
ways: one-minute participations (eight
to an hour i and 20-second pro lui ;
news mentions. Items pro: osed for the
20-second mentions mu I I e genuinely
newsworthy. Total gross ost of the
one-minute announcement i- $6,202,
that of the 20-second mentions i-
13,101 gross. At present the lineup
consists of 12 stations covering about
86' < of all I .S. tv homes.
3:00-3:15: One Man's Family, the
tv version of the 22-year-old radio se-
Openiitg of Du Mont Tele-Centre was occasion for attack
by Dr. Alen B. Du Mont on tv "monopoly,' which, he said, grew out
of existing FCC allocation plan. (See story for Du Mont proposals
on uhf.) At Dr. Du Mont's right is Ted Bergmann, DTN manager
Mux lAeltmun, shown here with Belty Hutton, will produce two
of the thres once-a-month color spectaculars on NBC TV this fall.
The one-and a-half hour chows on Saturday, Sunday and Monday are
partly NBC TV bid for dominance, partly to spark color set sales
12 JULY 1954
St'twnrli tv Comparagrttph appears this issue page 107
19
Clear amees
Color: What's outlook for .v<»< growth?
RCA
ESTIMATES OF YEARLY
PRODUCTION
1954
50,000
1955
250,000
1956
1,750,000
1957
3,000,000
1958
5,000,000
1959
6,000,000
Total
16,050,000
FORTUNE ESTIMATES OF
YEARLY PRODUCTION"
200,000
1,000,000
2,500,000
4,000,000
5,300,000
5,000,000
17,800,000
RCA estimates, based on private survey of leading U.S. manufacturers of
tv receivers, are for entire industry.
' "'FORTUNE magazine study was made early this year by Boni, Watkins, Moun-
teer & Co., economic consultants.
rial. Moved from NBC TVs morning
Lineup, One Man's Fumih now leads
nil a block of five soapers. Gross pro-
gram cost i> s:;. ] 17 per da\ .
5:00-5:30: The half-hour strip, The
Pinky Lee Show, leads into Howdy
Doody. It has no network competition
except for CBS TV's Barker Bill's Car-
loons, a 15-minute show on twice a
week. It is a niusic-plus-comedy show
aimed at both children and adults.
Commercial format: one-minute par-
ticipations, gross price, $1,882. For
the 70-station lineup covering 80' \ ol
all tv homes the gross time cost is
about $4,640.
These are by no means the only
availabilities on NBC TV daytime. Be-
sides a number of other soap operas
there are the popular opening and clos-
ing -h< >w - cm NBC's da> time lineup,
Today and Howdy Doody, respective-
ly-
ABC's daytime program efforts are
< on< nitrated in the morning. It is the
onlj t\ network programing for the
9:00-10:00 a.m. slot and it looks like
it will have no competition excepl from
final hour of Today in Midwest. \l'>( -
-how in that period i- Una/, la-/ Club.
which -tailed ,i- .i simulcast this past
Beason aftei a long histor) on radio.
The network had been selling the shoM
on a simulcast-onl) basis bul thai pol-
icy was recently dropped and the tv
-how can now be bought separately.
Other plans call for two soapers fol-
lowing the Breakfast Club and it is
possible they will be sold on a partici-
pation basis. There is also some think-
ing about programing in the 7:00-9:00
or 8:00-9:00 periods.
Du Mont i- seeking to arouse client
interest in its only day timer, the Paul
Dixon Show, by expanding the station
lineup, changing the format and sell-
ing smaller participation periods. For-
merly the show was sold 1>\ 10-minute
segments.
Q. Will clearances be any easier
this coming fall than last fall?
A. ^ e-. 1 he number of important
markets with one or two stations has
dwindled from last \ear. However,
clearance problem- are still around.
It is hard to generalize on the subject.
which i- made complicated by the fact
that clearances differ by hours of the
da) and by network-. It i- further
complicated by the varying status of
uhf stations, Bince the percent of uhf
conversions differs bo much. There are
-till important market- which involve
clearance problems and rnan\ agencies
-till ha\e men traveling around the
round \ tr\ing to clear time for their
cli( nl- -how-.
Q. Why do agency men have to
travel around to clear time? Can't
they pick up a telephone?
A. The\ certainl] can and man\ of
them do. The reason for traveling
around i- simpl) that in a face-to-face
discussion with the station operator on
time clearances the agency men can
be more persuasive than over the tele-
phone. When you get right down to
it. it"s just a matter of psychology.
And it must work or else agency peo-
ple wouldn't do it.
Q. If an agency has a show on
network "A" can it clear time in
a problem market on network
"B"?
A. Acs. In his testimony before the
Senate Subcommittee on Interstate
and Foreign Commerce, holding hear-
PercenJ of uhf sets in markets where there are:
NO VHF
STATIONS
1 VHF
2 VHF
3 OR MORE
VHF
WITHIN
1-6 MONTHS
79,0
45.6
36.2
28.2
AFTER
6 MONTHS
89.8
65.4
40.4
27.5*
SOURCE: ARB. "Variation occurs because ARB does not always measure
the same cities in reports and above figures are averages taken from last
four vhf-uhf studies.
120
SPONSOR
only KTNT-W covers ALL FIVE
"A" coverage of 2 other
maximum power TV sta-
tions compared to "A"
Contour of KTNT-TV
ITS W A" CONTOUR
OVER PUGET SOUND
SEATTLE: Now the 17th city in the
United States and is the largest city in
Washington State. It is located 7 miles
across Puget Sound to the east and north
of KTNT-TV's new 316,000 watt trans-
mitter site. Seattle residents constitute
approximately one-third of KTNT-TV's
market population.
TACOMA: Home city of license of
KTNT-TV, Tacoma is located 1 2 miles
south and east of KTNT-TV's new trans-
mitter. It is the dominant industrial area
of Pierce County which is the second
most populous county in the state.
BREMERTON: Famous naval base of
the Pacific Northwest, lies west of Seattle
across Puget Sound. It is located in
Kitsap County, the same county in which
the new KTNT-TV transmitter site is
located.
OLYMPIA: Capital of the state, this
famous early Washington settlement lies
at the southern end of Puget Sound. Its
beautiful government buildings are a
tourist attraction for the thousands who
visit the Puget Sound country each year.
EVERETT: The northernmost city of
"Middle Puget Sound", Everett is one of
the centers of pulp and paper produc-
tion in the Pacific Northwest. It has
steady industrial payrolls for its people.
KTNT-TV
CHANNEL 11
NOW 316,000 WATTS
Antenna Height, 1000 ft. above sea level
CONTACT WEED TELEVISION
For the SEATTLE - TACOMA - PUGET SOUND AREA
"A" Contour Population Over 1,200,000
UUMONT
12 JULY 1954
121
^L^^*
U% «
and PROCESSED BY
MOVIELAB
'iij:^ on the ulif question, Voting I * I
Chairman Rose] II. Hyde offered ><>me
interesting evidence on the decree to
which the i\ networks spread their pro-
grams around, even where a market i-
covered bj four stations. (The figures
in- onl) from markets in which both
uhf and \hl statio n- are on the air
and an- based on the week of I U20
March, i
Id example: In the Norfolk-Ports-
mouth-Newporl News area VBC had
I; 1 - hours of programing on a \lif
station (a CBS affiliate) more than
five hours on (.in- ulif station and a
half hour on another uhl station.
\ not Imi example: In Pittsburgh the
Bole \hf station carried M hour- of
NBC programing, 30^4 hours of CBS
programing, three hour- of \\\C. pro-
graming and I I hour- of Du Mont
programme.
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Q. How are network intercon-
nections progressing?
A. Nicely. \i the beginning of -um-
niii there wen 2'>'<'> stations in 190
cilie- interconnected. Last June at the
same time tin- figure was 137 stations
in 91 cities. H\ the end of tlii- year,
ii i- estimated bj \T\I. orders for
interconnection indicate that nearK
350 stations in about 215 cities will
he linked together l>\ coaxial and mi-
cro-wave relax facilities. These fig-
ures include private interconnections.
\i present there are 31 stations in 24
cities tied into network line- 1>\ pri-
vate facilities, usually micro-wave.
Q. What are the problem mar-
kets for clearances?
A. \ lot depends on what network
you are talking about. It also depends
on your program. \ highl) rated
-liow gets into the problem markets
more easirj than one not so highly
rated. It should also he pointed out
thai with more and more stations on
the ail the possibilitj of getting into
market " V from a station in market
"B i- greater, though overlap varies
from market to market Some problem
markets mentioned h\ admen are To-
ledo. Richmond, Binghamton, New
lla\eii. Baton Rouge, Pittsburgh, Char-
lotte, V ('.. \\ ilmington, Del.. Tampa-
St. Petersburg. This i- 1>\ no means a
complete list of problem markets hut it
gives some indication what the situa-
tion i- like.
122
SPONSOR
Q. What is the outlook for open-
ing up important markets to all
four networks?
A. In some of the problem markets
there is no relief in sight in the near
future. A number of the importanl
station grants are still before the FCC.
In its speed-up polic) on granting eon-
si ruction permits during the past 12
months, the FCC has concentrated on
markets which had no television sta-
tions at all and on channels for which
there was no contest. Now stations are
not onl\ coming on at a slower rate
but the net gain in tv stations is cut
down by the growing number of sta-
tions. especialK uhf outlets, throwing
in the towel. Last year at this time
new stations were coming on the air
at the rate of practically one a day.
During April and May of this year
about 20 made their debut. However,
during the same period about 15 went
off the air. all but one of them uhf
stations.
Q. Are some broadcast periods
more difficult to clear than others?
A. Yes. The clamoring for advertis-
ers to get into network has. among
other things, opened up the 10:30-
11:00 p.m. period at night, which is
station option time. CBS got an earh
foothold in these periods during the
week and does not have too much trou-
ble in clearing time for its clients, al-
though during two nights of the week
lineups total less than 35 stations.
NBC, a latecomer in late evening pro-
graming, is now in the process of lin-
ing up stations for that period Mondav
through Friday. While the network
is confident it can corral satisfactory
lineups, it is no secret it is having one
helluva time. Among the clients af-
fected are Lever Bros., whose one-
hour Lux Video Theatre on Thursday
runs into station option time. The
show is new to NBC, having been on
CBS previously. Also brought over to
NBC from CBS and also scheduled for
the 10:30-11:00 period is Lever's Big
Town on Wednesday night.
This points up the difficulty of clear-
ing stations following programing
changes. One of the reasons tv net-
work clients go through the summer
is to make sure they can hold on to
their lineups. The problem is especial-
ly critical with a program that is not
among the top-rated shows. If a client
has Lucille Ball on his side he doesnt
IN RADIO!
exas:
CBS AND DuMONT
TELEVISION NETWORKS
Wickita QJalls cJelevision, Unc.
COVER
NORTH
CAROLINA'S
RICH, GROWING*
"GOLDEN
TRIANGLE"
WITH
WSJS
TELEVISION
CHANNEL
*A 24 COUNTY
MARKET WITH
A POPULATION
OF 1,303,700
Sales Management 1954
Survey of Buying Power)
Interconnected
Television Affiliate
National Representative:
The Headley-Reed Company
have i" worry too much about getting
his lineup back after a hiatus i Philip
Morris, however, keeps a replacement
for Lucy all summei I .
\\-'i affected l»\ the clearance prob-
lem on NBC during the L0:30-ll :00
p.m. slot are Chrysler, which has
bought Tuesday night, and Mutual of
Omaha, which has bought Friday
night. NBC's programing plans on
Monday after L0:30 depend on the
station clearance situation.
There are two reason- wh\ stations
are reluctant to carry network pro-
graming ilui ing the 10:30-1 1 :<>() p.m.
period. One is that the) prefer selling
the time Locally and keeping all the
mone) rather than having the network
sell it to a network advertiser and
give them only part. The other reason,
which reinforces the first, is that the
lime period is the last half-hour of
Class "A" time. It is one of the lew
Class "A" periods in which the station
can keep all the revenue.
Despite this reluctance, advertisers
can often clear good-sized networks
after 10:30. CBS has cleared nearly
100 stations on Thursday night for
Carter's and Toni's Place the Face.
NBC has cleared nearly 100 stations
for Your Hit Parade on Saturday
night. These lineups, of course, are
not all live. The situation is further
complicated by the fact that a 10:30
p.m. show, which goes on in station
option time in New York, goes on in
network option time in the Midwest
where the time zone is one hour be-
hind Eastern time.
The post-1 1:00 p.m. period has been
inhabited, so far as networks are con-
cerned, only by the Longines Chrono-
scope, which has been clearing about
50 stations. However, there is a good
possibility that NBC will put its show
Tonight on the air before the end of
the year. It will probably start at
11:30. NBC does not anticipate much
trouble clearing the time because, for
the Eastern time /one. to starl with,
the time is Class "C" and the question
■ I station remuneration is not a- seri-
ous as for the 10:30-11:00 period.
Costs
only — the color cost situation will be
covered later — the answer is yes. Pro-
gram costs will be up. though not sub-
stantially. It must be remembered,
however, that with greater audiences
the program cost per home will not
change and ma\ e\en go down. The
average nighttime network show in
May, according to Nielsen, reached
about a million more home- than \la\
in L953. Time COStfl are naturally up
with more home- being covered by t\
stations. There ha- been little change
in the required network buys hut ad-
vertisers have been expanding their
optional lineups. In addition to reach-
ing more home- by adding station-.
advertisers spread their program costs
lai
audi
over a larger
\\ hen it comes to a participation
-how. the advertiser has no control
over the time costs but this is no Bource
of complaint. If the advertiser
the lineup doesn't tie in with hi- -ale-
pattern, he simply doesn't buy the par-
ticipation. Actually, the problem i-
usually one of getting a- many sta-
tion- a- possible, not one of dropping
stations.
Q. Will rising costs be a serious
problem this fall?
A. Despite all complaints about the
cost of television, the evidence appears
to be that sponsors are prepared to la\
gobs of money on the line to come
out in front in the t\ network and Bales
sweepstakes. The NBC color spectac-
ulars are a case in point. Even if thev
were not color, the spectaculars would
be expensive.
To a certain degree, the network tv
advertiser is caught in a cost whirl-
pool not of his own making. By that
we mean network competition. NIK
and CBS. and to a lesser extent. \l!( .
have apparently come to the conclu-
sion that program dominance, whether
in the over-all picture or in specific
lime slots, means inevitably spending
lots of money. If anyone has any ideas
about how to get rating- of 50 and
above with low-cosl -how-, the adver-
tising world i- -me to heat a path to
his door.
Q. How can the advertiser with
a small budget get into network
Q. Will network tv costs be high- tv?
er this fall? A. There are still low-COSl -how- on
A. Talking about black-and-white [Please turn to page 112'
124
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local TV stations do and thou-
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of the three TV stations giving
next best coverage.
Channel 8
12 JULY 1954
125
WHICH WAY IN?
How to make the most memorable impression
on the human mind is the subject of a now
classic debate among the advocates of mass
advertising media.
It started with the advent of radio and the
thesis that the living voice best moved men
to action because it could tell your story with
human persuasiveness, give it the precise
emphasis your message required, and make
every line a headline.
The partisans of the printed page have cited
arguments as old as Confucius and held that
in addition to the authority of the printed
word, the use of pictures could arrest, clarify,
evoke a mood and a desire to buy that the
spoken word alone could never achieve.
Since the appearance of television, the debate
seems somewhat academic. We'd like to
participate in it, but nobody wants to listen.
For we've never found anyone who doubted
television's impact . . . even before it began.
It was obvious at once that television makes
the strongest impression. But it was not so
certain to make it with comparable economy.
Yet television already wins larger audiences
than any other mass medium. And it already
reaches more people per dollar than printed
media. To deliver the same total circulation
today, television costs half as much as a
group of magazines and a quarter as much
as a group of newspapers.
And in all television, the network with the
lowest cost per thousand is CBS Television
— 20% lower than the second network.
Advertisers, convinced that the eye and ear
work best together , seem to have settled the
debate with some finality. In the first four
months of 1954, they made a greater investment
in the facilities of CBS Television than in any
broadcasting network or national magazine.
CBS TELEVISION
/low
North Carolina's Most Powerful Station
WNAO-TV
RALEIGH, NORTH CAROLINA
operating on
182,000 WATTS
affiliated and interconnected with
CBS • NBC • ABC • DuMont
and
WNAO AM b FM
*850 KC — 5,000 WATTS — 10,000 WATTS
Represented Nationally by
AVERY-KNODEL, I NC.
Sir Walter Television Company
Licensee WNAO-AM-FM-TV
128 SPONSOR
Herewith is the second Ana Survej made
hy Pulse. Inc. for \\ 1 1 1 > 1 1 . Conducted just
12 months after the first survey, it veriln -
the dominant position \\ 111)11 holds in the
\iu England market and brings to 16,400
the number of personal interviews made
during the months of January 1953 and
1954.
Substantial sampling is a basic require-
ment of sound research. Too much of to-
day's information on radio and tv is de-
rived from an inadequate base, and upon
these questionable data, decisions are made
disposing of millions of dollars in adver-
tising revenue.
WHDH believes the industry should take
stock of the careless manner in which its
great force for reaching people is being
reported. While the over-all audience in-
creases, research companies confine their
principal effort to an area that fails to
reflect this expansion — listeners in the
home; and with the advent of multiple-set
listening beyond the living room, there are
few T organizations who can accurately re-
port the true dimensions of this audience.
No other medium is so penalized. News-
papers and magazines sell their total cir-
culation. Radio seldom gets credit for
more than a fraction of its true worth.
Why not measure the total audience at all
times?
We do not contend that the following
measures the total listening in the area
covered — but we feel it is a step in the
right direction. All facts and figures are
derived from listening both in and out of
the home. It is our opinion that presently
Pulse, Inc. is the only organization whose
methods of research accommodate this type
of reporting — and we have earnestly so-
licited their consideration of extending the
method to their regular reporting in all
cities.
Valued opinions have estimated that in the
near future up to 50% of radio's listening
will be done outside the home. Since these
are the same people who a few years ago
were listening in the living room, we ought
to vote them back into the club. After all.
they're still being motivated by radio's
great advertising force.
Tin* answers to certain major questions were dia overed in the first -urve\ of the 25-countv
WHDH coverage area made in Januars L953. It was the first true, total area survey ever made
ami included both at-home and out-of-home ratings. The survey showed that the listening habits
of people in the 20-counties outside the city area differed from those of the 5-eounty city area. It
showed that listeners-per-hundred sets differed in the two areas; that WHDH's city ratings
were project able to the total area whereas those of network affiliates were not protectable.
I In- report for January 1954 has verified those 1053 conclusions.
In addition to this verification, certain other information has been derived which should be of
interest to anyone concerned with the medium of AM radio. Among these are:
1. Difference in audience composition between at-home and out-of-home listening.
2. How audience composition varies when the total audience is counted.
3. Facts about the cumulative unduplicated weekly audience of WHDH and local
programs of network affiliates.
4. The continually-growing importance of out-of-home listening.
%
V5
COUNTY
OF INTERVIEWS
& POPULATION
\l VINE
Cumberland
Knox
Lincoln
Sagadahoc
York
3
l A
2
MASSACHUSETTS
Barn-table
Bristol
Dukes
' Essex
' Middlesex
Nantucket
• Norfolk
• Plymouth
'Suffolk
Worcester
1
8
%
10
21
to
8
4
18
2
NEW II VMPSHIRE
Belknap
Hillsboro
Merrimack
Rockingham
Strafford
to
3
1
1
1
RHODE ISLAND
Bristol
Kent
Vwport
Providence
Washington
1
1
11
'■-■
TOTAL
ioo
The list of counties to the left are those in the
WHDH coverage area. Those which are asterisked
are in the Boston City area which is part of the
total area. The total area encloses 1,440,080 radio
homes.
This total 25-county area is the most important
area of the four New England states of Maine, New
Hampshire. Massachusetts and Rhode Island. It
represents 71 ' , of the population of the four states,
according to the 1950 U. S. Census. It represents
81% of the retail sales of those four states, ac-
cording to Standard Rate and Data Consumer
Markets. 1954. (Thi- represents an increase over
the figure of 73', in last v ear's report.) The
people in this area, according to Consumer Mar-
kets, bought six and a third billion dollars worth
of retail goods in 1953. ( An increase of 1 billion
dollars over the figure of five and a third billion
dollars in last \ ear's report. I
Therefore we believe that the following compari-
sons between radio station- in this area is of im-
portance !<• all buyers of radio time.
RATINGS OF
PULSE OF TOTAL AREA
Jan. 1954
MONDAY-SATI RDAY
MAJOR
• AT HOME ON
BOSTON STATI
VS. PULSE
Jan.
I.Y • 6:00 AM-I2:0O MIDNIGHT
ONS
CITY AREA
-Feb. 1954
AREA
■ TOTAL
NETWORK A
H
NETWORK B
AM 6 8 10 1 2 2 4 6 8 10 1
8 10 12 2 4 6 8 10 12 PM
NETWORK C
6-
NETWORK D
AM 6 8 10 12 2
8 10 1 2
WHDH
This second report of the 25-rounty area again shows that the city
ratings of V HDH arc indicative of its area ratings, and that the
city ratings of network affiliates are not projectahle to the total
area. Again the unduplirated programming of W HUH provides it with
a dominant position, while the encroachment of other network affili-
ates reduces the effectiveness of the Boston stations in the total area.
In this survey* listening was reported to 51 radio stations. 24 of these
are independent stations and 27 are network affiliates. Following is a
list of network stations— outside of Boston— to which listening was
reported in the area:
CBS
Maine
WGAN.P0rtl.11,. I
ABC
Maine
WI.AM-Lewiston
YANKEE- MBS
Maine
WIDE-Biddeford
WPOR-Portland
tD \ew Hampshire
WMUR-Manchester
— 5 wTSV-Claremont
a Massachusetts
WORC-Worcester
__ WSAR-Fall River
Rhode Island
— 2 WPJB-Provide.ice
_1 N BC
W CSH-Portland, Me.
Ratine W JAR-Providence, R. I.
\eu- Hampshire
\\ FEA- Manchester
WKXI.-Concord
Massachusetts
\\T\C-W orcestcr
Rhode Island
WPRO-Providenrc
Nik llampshir
WHEB-Portsrn
ith
Massachusetts
WAAB-Worcester
WALE-Fall River
WLLH-I.owell
d NBH-New Bedford
WOCH.« est Yarmouth
Rhode Island
W E W-Providence
W » O.N-VV oonsocket
\y^^/ 4 NETWORK STATION!
^^ >^^ PULSE OF AREA-MONDAY THRU SATURD,
6.00 AM- 12:00 Midnight • Jan. 1954
liy Quarter Hour Total Hating*
lETWORK STATIONS
WHDH VS. WBZ
AM 6 8 lO 12 2 4 6 8 10 12 PM
WHDH VS. WEEI
AM 6 8 lO 12 2 4 6 8 lO 12
PM
WHDH VS. WNAC
AM 6 8 lO 12 2 4 6 8 10 12 pm
WHDH VS. WVDA
AM 6 8 10 12 2 4 6 8 10 12 PM
6:00 AM
6:15
6:30
6:45
7*0
7:15
7:30
7:45
8:00
8 15
8:30
8:45
9:00
9:15
9:30
9:45
10:00
10:15
10:30
10:45
11:00
11:15
11:30
1 1 .45
12:00
12:15
12:30
12:45
1 :00 PM
1:15
1:30
1:45
2:00
2:15
2:30
2:45
3:00
3:15
3:30
3:45
4:00
4:15
4:30
4:45
5:00
5:15
5:30
5:45
6:00
6:15
6:30
6:45
7:00
7:15
7:30
7:45
8:00
8:15
8:30
8:45
9:00
9:15
9:30
9:45
10:00
10:15
10:30
10:45
11:00
11:15
11 30
11:45
W MOM
AB2
AH i
WNAC
DA
.9
.4
.6
.3
.1
1.0
5
1.0
.4
.2
1.1
8
.9
.8
.3
1.9
1.0
1.7
.9
.5
3.4
16
3.1
1.2
.7
38
2.0
3 3
1.4
.7
48
3 1
4.1
1.4
.7
4 8
3
3 9
1.7
1.2
4.7
3
4.7
2.7
1.1
45
2 4
3 7
2 4
10
4.9
2.4
3.7
22
.9
51
2.4
3 9
17
.9
48
2.0
42
3 2
29
52
1.8
4.1
2.7
2.9
4.8
1.4
3.7
30
29
50
1.5
3 6
2.9
30
53
2.1
58
2 3
2.3
5.4
2.1
6.0
1.7
2.2
5.4
3
53
17
2.3
55
2.6
5.5
1.4
2.3
5 3
2.7
56
15
15
5 1
2.4
59
15
16
56
18
59
20
1.6
52
1.8
6.1
2.0
1.7
46
20
59
1.7
1.0
4.5
1.6
6.1
1.6
1.2
3.8
12
57
1.6
1.3
3.2
1.3
6.0
2.2
1.1
3.2
1.4
52
2 8
1.1
29
1.4
55
2.3
1.1
3.4
15
59
1.9
1.2
3.4
1.6
57
2.0
1.2
3.5
1.6
5.2
1.6
1.0
3.9
1.5
52
15
1.0
4.3
1.5
4.6
1.1
.9
4.3
1.7
4.0
1.0
1.1
4.3
2.5
3 2
1.3
.9
4.5
2 9
3.3
1.1
.8
48
3 3
3.0
1.3
1.0
4.9
36
30
1.4
1.1
4.7
3.7
2.6
1.3
1.1
55
3.7
2.7
1.4
1.1
5.9
3.7
3.1
1.6
1.3
6.4
3.9
3.3
16
1.2
6.1
4.0
25
18
1.2
5.9
3.7
2.4
18
1.3
6 3
3 5
3.3
17
1.2
6.2
3 3
3.1
1.7
1.0
6.0
2.8
3.7
2 8
1.4
6.1
2.9
35
2.3
1.4
59
2.9
3.3
30
16
5.6
3.7
4.6
2.7
1.3
4.3
18
3 2
26
1.4
4.2
1.8
3 6
2.5
1.3
4.3
25
3.4
2.7
1.7
!In this second area report, the dominant stations
continue to maintain their relative positions.
Here is the comparison of average quarter-hour
ratings. 6 a.m. midnight, Monday through Sat-
urday, 1953 vs. 1954:
Station
J 953
195 t
WBZ
2.53
2.32
WFEI
3.99
3.91
\\ mm
1.23
t.30
u \ w
l.<.(>
1.90
WVDA
<WI
AW)
1.57
1.29
The physical properties of two stations were
altered between sur\ey periods — WNAC acquired
WLAWs frequency and power (with \\ I . \\V
call letters leaving t lie air) — and WVDA ac-
quired the programming of \\ LAW I ABC) and
W\ Al.'s former frequency. Tlie improved cov-
erage of WNAC is reflected in tin- above com-
arisons.
TIME
WHDH
WBZ
WEEI
WNAC WVDA
7:00 AM
.3
7.15
.3
7:30
.3
8
.5
7:45
.5
1.1
.5
R.no
1.0
.8
1 3
8
3
8:15
15
.8
1.0
.8
3
8:30
2.1
.5
1.1
8
3
8:45
2.5
.5
1.0
1.1
3
9:00
3.6
2.5
.8
5
5
9:15
3.8
1.8
2.5
5
3
9:30
4.1
.8
2.1
.8
3
9:45
4 8
1
1.3
5
8
10:00
5 3
1.0
1.3
.5
10:15
5.0
8
1.0
.5
10:30
5.3
1.1
10
.5
5
10:45
5 3
1.1
8
.3
3
11:00
5 5
.6
1.8
5
11:15
56
.3
1.8
.3
11:30
56
.5
18
.3
11 :45
5 3
.5
16
5
12:00
4.3
1.8
1.8
8 1
1
12:15
45
1 3
1.8
8 1
3
12:30
4 8
.8
2.0
1.1 1
1
12:45
4.8
8
1.3
.5 1
1 00 PM
4.6
1.1
1.0
1.5
5
1:15
4.3
1.1
13
1.3
8
1:30
4.0
1.3
1.3
1.3 1
1
1:45
3.8
1 3
1 3
8 1
3
2:00
40
5
16
1.3
8
2:15
3 8
8
1 8
1.3
5
2:30
4.3
1 3
1 8
1.3
5
2:45
40
1 8
2.5
1.0
5
3:00
3 3
1.0
2 5
1.3
3
3:15
3
1.3
2.3
1.3
3
3:30
2 8
1.0
2 5
16
3
3:45
2 3
1.0
2.5
1 8
5
4:00
3 3
1.8
2.0
2 8
5
4:15
-1.0
1.8
2.3
3.0
5
4:30
4.6
1.8
2.1
3.8
3
4:45
5 1
2.3
2.1
3.8
3
5:00
4 8
2.3
3
4 3
5
5:15
4.3
1.8
3.3
4 6
5
5:30
5.0
1.8
3 3
4.5 1
5:45
4.8
1.3
3 5
46 1
6:00
4 8
2 3
3.5
45 1
6:15
4.5
2 6
4 3
4 6 1
3
6:30
4.1
2.3
4.6
4.0 1
3
6:45
3 8
1 8
4:6
3.8 1
1
7:00
18
15
7 8
18 1
3
7 15
1.3
15
8.8
2.1 1
3
7:30
.8
2.3
8.0
1.3 1
1
7:45
.5
2.6
7 8
1.0 1
3
8:00
.5
3 8
7.8
16 1
8:15
.5
3 8
7.5
18 1
8:30
.5
3 8
7.1
2.3 1
8:45
.8
4.1
6.0
2.3
8
9:00
1.3
3 8
5 3
18 2
6
9:15
1.6
3 5
5 5
2.0 2
9:30
2 3
3.5
6.5
2.3 1
6
9:45
3.1
3 1
7.0
2.1 1
3
1 00
3 8
1.3
3 5
10 1
8
10:15
3 6
1.0
2.8
1.3 1
6
10:30
2 8
10
2 3
1.0 1
10 45
2.3
.8
2.0
1.0
5
11:00
2 3
16
26
13
5
11 :15
18
13
18
.8
3
11:30
1.3
1.3
1.3
.5
5
11:45
1.0
.8
1.0
.5
3
WHDH VS. 4 NETWORK STATIONS
PULSE OF AREA-SUNDAY
7:00 AM 12.00 Midnight • Jut,. 1954
/{> OiKtrtiT Hour Total Ratings
•NETWORK STATIONS
WHDH VS. WBZ
yvJV/vVu^A^^
AM 6 8 10 12 2 4 6
S\
10
9
8
7
6
5
4
3
2
1
tO t2 PM
WHDH VS. WEEI
-10
- 9
- 8
- 7
- 6
- 1
AM 6 8 lO 12 2 4 6
8 lO 12 PM
WHDH VS. WNAC
AM 6 8 lO 12 2 4 6
Hv
8 lO 12
.- lO
- 9
- 3
- 2
- 1
PM
- io
WH
DH VS. WV
DA
- 9
- 8
- 7
- 6
- 5
- 4
- 3
I *
7V7
>
-w
\S
rw\
>
W
- 2
- 1
AM 6 8 lO 12 2 4 6 8 10 12 PM
AUDIENCE COMPOSITION
MEN LISTENERS VS. WOMEN LISTENERS
1/ //../in • Out -of -Home • Total Audience
61OC wi-12 <>o MIDNIGHT • MOMMY-SATURDAY
— — — — MEN LISTENERS WOMEN LISTENERS
AT HOME
100
-90
80
70
-60
-50
40
-30
20
6 — 7—8 — 9 — IO — 11 — 12 — 1 — 2 3 — 4 — 5 — 6 — 7 — 8 — 9 — IO — 1 1 — 12
OUT OF HOME
-100
- 90
-SO
■ 70
-60
50
40
30
20
6— 7—8— 9 — 10-11 — 12 — 1 — 2— 3 — 4 — 5 — 6— 7 — 8— 9 — 10 — 11—12
^^^^^
90
80
-70
60
SO
1
rOTA
L
40
30
6 — 7 - 8 — J
I IO—1
1 —12 — 1
- 2 —
a
— A
- €
. — 7 — C
1 — 9 — IO -
1
1 - 12
HOW AUDIENCE COMPOSITION VARIES WHEN THE TOTAL AUDIENCE IS COUNTED
In order to analyze the audience composition fully, total audience composition and the total audience
Pulse broke the survey down into 3 parts . . . at-home, composition of all other stations. First, here is the
out-of-home. and total audience. The total audience three-way breakdown of all stations at-home, out-of-
was broken down further into two parts, the WHDH home, and total audience.
AUDIENCE COMPOSITION
TOTAL AREA
Comparison Between At-Home, Out-Of-Home and Total Audience Composition
6:00 AM-12:00 MIDNIGHT • MONDAY THROUGH FRIDAY
AT-HOME
MEN
TIME
MEN
WOM
TEEN
CHILD
TOT
6 AM
73
86
9
5
173
7
71
86
16
9
182
8
45
93
11
14
163
9
34
92
9
10
145
10
24
96
7
11
138
11
22
95
7
11
135
12 N
28
93
11
15
147
1 PM
25
91
6
14
136
2
24
93
12
12
141
3
27
91
10
14
142
4
34
90
15
11
150
5
39
84
16
16
155
6
74
89
14
16
193
7
78
84
12
11
185
8
77
86
12
9
184
9
80
85
11
6
182
10
81
86
10
5
182
11
79
74
5
158
OUT-OF-HOME
WOM TEEN CHILD
TOT
33
5
129
42
11
3
150
49
9
7
152
39
6
5
134
48
4
9
135
58
6
10
138
41
11
13
139
44
4
9
131
40
7
11
134
38
9
9
132
35
11
8
137
36
13
4
151
34
11
6
142
49
11
8
155
57
13
6
157
56
9
3
157
51
7
2
146
39
8
1
134
TOTAL AUD
ENCE
MEN
WOM
TEEN
CHILD
TOT
76.5
77.5
7.5
3.5
165.0
75.0
78.5
15.5
8.0
177.0
53.0
83.0
10.5
12.5
159.0
42.0
83.5
8.5
9.0
143.0
31.0
88.5
6.5
10.0
136.0
27.5
91.0
7.0
95
135.0
38.5
86.0
10.0
15.0
149.5
31.5
85.0
5.5
13.0
135.0
31.5
85.0
11.0
12.0
139.5
34.5
82.0
9.5
13.0
139.0
43.5
80.0
13.5
10.5
147.5
51.0
74.0
15.0
13.5
153.5
78.5
78.5
14.0
14.0
185.0
79.0
77.5
11.5
10.5
178.5
77.0
81.0
12
85
178.5
80.0
79.5
11.0
5.5
176.0
81.5
79.5
9.5
4.5
1750
80.0
68.0
5.0
0.5
153.5
It must be remembered that altough the total audi-
ence composition is numerically less than that of the
at-home audience composition, the greater number of
homes using radio — 20% — increases the tptal number
of listeners.
Here is how the out-of-home audience tends to bal-
ance the at-home audience. In the period 6-7 AM.
Monday through Friday, the audience composition is
as follows in all three categories:
MEN WOMEN TEEN CHILDREN TOTAL
LISTENERS PER 100
SETS
At-Home
Out.of.Home
Total Audience
73 86 9 5 173
91 33 3 129
76 77 8 4 165
The period from 7-8 AM is about the same. After
eight in the morning the male at-home audience de-
creases considerably. However, the male out-of-home
listening is fairly high. This out-of-home listening
increases the number of men by 20% in the total
audience composition. The fewer number of women
listening out-of-home decreases the number of women
listeners per hundred sets in total audience composi-
tion.
For example, here is the audience composition from
10-11 AM. It will be noted that the out-of-home listen-
ing is responsible for a 29% increase in men, and an
8V3% decrease in women listeners per hundred sets
in the total audience.
LISTENERS PER 100 MEN WOMEN TEEN CHILDREN TOTAL
SETS
At-Home 24 96 7
Out-of-Home 74 48 4
Total Audience 31 88 7
At six o'clock at night the audience composition again
tends to balance out in total audience, due to the
out-of-home listeners. After 6 PM the number of men
listeners is dominant with the highest male audience
from 10-12 midnight. The 6-7 PM audience compo-
sition is as follows:
1
138
9
13S
O
136
LISTENERS PER 100
SETS
At-Home
Oul-of-Home ,
Total Audience
MEN WOMEN TEEN CHILDREN TOTAL
74 89 14 16 193
91 34 11 6 142
78.3 78.3 14 14 185
From this information, the influence of the out-of-
home listening on the total audience composition can
be easily seen.
AUDIENCE COMPOSITION
WHDH VS. ALL OTHER STATIONS
A
VJ
MONDAY-
FRIDAY
i,.
• t hour
neriot
It
N u "i hi
r ../
perMont
per loo hon
iej
Ulfnlrtg
TOTAL AUDIENCE
i
t.hom
<• and
,ut-„l-h
tune
m linn
MEN
WOM
TUN
CHILD
TOT
6 00 AM
74
74
5
153
6
30
79
90
7
3
179
7
00
79
77
19
6
181
7
30
80
83
19
5
187
8
00
61
81
17
10
169
8
30
59
84
12
10
165
9
00
49
80
10
8
147
9
30
39
90
6
6
141
10
00
36
91
7
9
143
10
30
35
90
9
9
143
11
00
34
93
9
9
145
11
30
32
92
9
9
142
12 NOON
35
88
10
10
143
12:30 PM
40
86
6
8
140
1:00
34
89
5
9
137
1:30
33
85
8
11
137
2:00
32
91
14
9
146
2:30
35
86
14
9
144
3:00
35
87
13
8
143
3:30
40
86
14
10
150
4 00
48
80
17
8
153
4:30
54
82
14
7
157
5:00
59
80
15
9
163
5:30
59
81
18
10
168
6:00
81
77
16
13
187
6:30
82
82
17
12
193
7:00
83
75
18
9
185
7:30
81
80
13
8
182
8:00
80
84
11
7
182
8:30
82
84
11
7
184
9:00
83
83
14
4
184
9:30
83
82
12
3
180
10:00
85
80
9
3
177
10:30
85
82
9
2
178
11:00
83
67
7
157
11:30
83
69
5
157
SATURDAY
by
1 g httur
/" f M<(/ -
Sumb
er of
ficriom
ja-r IOO hornet
lisitninn
TOTAL AUDIENCE
it-home unit imt'ttj-
home
Ullllll
MEN
WOM
TEEN
CHILD
TOT
6:00 AM
89
56
145
6:30
85
69
8
8
170
7 00
83
78
11
6
178
7:30
83
79
13
4
179
8:00
73
76
15
6
170
8:30
68
84
13
5
170
9:00
61
83
10
12
166
9:30
57
87
Ij
9
166
10:00
48
82
17
13
160
10:30
44
81
18
10
153
11:00
45
82
21
8
156
11:30
45
81
19
8
153
12 NOON
52
86
18
10
166
12:30 PM
54
80
12
12
158
1:00
57
83
17
9
166
1:30
52
87
16
6
161
2:00
70
87
17
7
181
2:30
77
83
19
4
183
3:00
80
85
18
5
188
3.30
83
85
15
7
190
4:00
73
78
11
7
169
4:30
74
76
15
7
172
5 00
75
75
15
6
171
5:30
75
75
16
5
171
6:00
77
83
13
6
179
6:30
73
87
13
7
180
7:00
81
90
7
7
185
7:30
78
88
10
7
183
8 00
76
87
16
5
184
8:30
81
«4
19
3
187
9:00
75
89
11
4
179
9:30
88
74
9
3
174
10:00
92
79
8
3
182
10:30
92
75
8
3
178
11:00
89
75
7
171
11:30
91
64
5
160
SUNDAY
by 1
£ hour
period
•
Sumbm
ol
I • r *••" •
per 100 hornet
litt en i
'«
TOTAL AUDIENCE
ii
• home tintl .
ut-of-k
itrnr
u HDH
TIME
MEN
WOM
TEEN
CHILD
TOT
7:00 AM
7:30
67
6~7
134
8 00
30
50
10
50
140
8 30
39
50
6
50
145
9:00
72
76
14
17
179
9:30
74
80
17
14
185
10:00
80
80
17
7
184
10 30
81
88
17
7
193
11:00
82
84
14
7
187
11 :30
81
81
12
9
183
12 NOON
80
77
12
9
178
12:30 PM
79
84
11
5
179
1:00
74
83
11
6
174
1:30
71
87
10
6
174
2 00
74
81
13
6
174
2:30
74
82
12
6
174
3:00
76
84
8
4
172
3:30
81
76
10
5
172
4:00
76
90
17
10
193
4:30
71
86
14
6
177
5:00
72
83
14
6
175
5:30
72
85
15
5
177
6:00
70
84
19
5
178
6:30
71
77
16
6
170
7:00
83
67
8
8
166
7:30
60
60
20
140
8:00
75
75
25
25
200
8:30
80
80
20
180
9:00
73
82
18
9
182
9:30
81
67
10
5
163
10:00
86
66
7
159
10:30
90
70
5
165
' 11:00
88
69
6
163
11:30
89
67
156
\U
OTHER
si moN«
TIME
MEN
WOM
TEEN
CHILD
TOT 1
6:00 AM
81
73
4
2
160
6:30
72
81
11
6
170
7 00
74
76
14
8
172
7:30
73
79
15
9
176
8 00
56
82
11
14
163
8:30
49
87
8
13
157
9:00
44
81
9
9
143
9:30
40
85
9
10
144
10:00
31
89
7
10
137
10:30
30
88
6
11
135
11:00
26
91
7
9
133
11 :30
28
89
7
10
134
12 NOON
36
82
12
17
147
12 30 PM
42
90
10
15
157
1:00
32
85
5
14
136
1:30
30
85
6
14
135
2:00
30
86
11
12
139
2:30
32
84
11
13
140
3.00
34
82
8
13
137
3:30
35
81
10
15
141
4:00
39
82
14
11
146
4 30
44
77
14
12
147
5 00
46
73
15
14
148
5:30
51
71
15
16
153
6:00
74
79
13
14
180
6:30
83
78
13
14
188
7:00
80
78
11
11
180
7 30
78
77
11
10
176
8 00
76
82
14
9
181
8:30
77
80
11
9
177
9.00
78
81
12
7
178
Q-30
<u
78
10
5
176
10:00
79
80
10
5
174
10 30
83
78
9
4
174
11:00
78
71
6
1
156
11:30
81
66
4
151
M 1
. OTHER
STATIONS
MEN
WOM
TfEN
CH4LC
TOT
6:00 AM
80
69
3
152
6 30
71
74
2
2
149
7:00
88
70
4
1
163
7:30
79
73
5
3
160
8:00
62
76
10
7
155
8:30
59
80
9
9
157
9:00
53
80
10
17
160
9:30
55
81
8
15
159
10:00
42
74
17
17
150
10:30
38
75
16
17
146
11 00
41
81
15
11
148
1 1 30
38
82
15
12
147
12 NOON
48
88
16
10
162
12:30 PM
48
81
17
13
159
1 00
53
91
15
9
168
1:30
52
80
15
11
158
2 00
77
81
16
9
183
2:30
78
78
14
10
180
3:00
86
77
12
13
188
3:30
76
76
11
15
178
4:00
63
73
9
9
154
4:30
69
73
11
10
163
5:00
66
79
11
8
164
5:30
70
72
11
8
161
6:00
68
80
11
9
168
6:30
72
80
10
8
170
7:00
83
90
8
7
188
7:30
73
84
11
6
174
8:00
78
86
14
7
185
8:30
87
78
16
4
185
9:00
79
83
11
6
179
9:30
88
79
11
3
181
10:00
76
85
10
4
175
10.30
86
78
7
3
174
11 00
80
72
9
1
162
11:30
91
58
8
157
\l.
OTHER
1 KIN-
TIME-
MEN
WOM
TEEN
CHtLO TOT
7:00 AM
90
70
160
7:30
61
74
4
4
143
8:00
75
66
5
14«
8:30
66
81
5
3
155
9:00
78
68
10
21
177
9:30
68
73
7
18
166
10:00
76
70
10
9
165
10:30
87
83
8
13
191
11:00
70
79
6
10
165
11:30
73
79
8
17
177
12 NOON
70
76
9
13
168
12:30 PM
70
79
8
10
167
1:00
67
78
10
9
164
1 30
66
82
11
9
168
2:00
71
$<>
17
R
165
2 30
76
72
13
8
169
3 00
76
81
14
11
182
3:30
81
77
15
10
183
4:00
69
84
11
12
176
4:30
76
74
10
12
172
5 00
74
78
11
9
172
5:30
82
80
10
11
183
6 00
75
80
15
10
180
6 30
73
81
12
10
176
7 00
79
8^
12
10
184
7 30
78
88
12
6
184
8 00
73
86
8
4
171
8 30
72
86
8
6
172
9 00
75
73
8
3
159
9 30
75
67
7
1
150
10:00
76
78
4
158
10:30
82
69
3
154
1 1 00
79
73
2
154
11:30
87
60
4
151
Cumulative ratings for net-
work programs generally have
been available for some time.
For the interest of the local
and spot advertiser, similar in-
formation now has been de-
rived with respect to local
programming.
Because local programs vary
so greatly in length (from 15
minutes to 3 hours daily),
"cumulative" rating compari-
sons should be confined to
programs within the same time
category i.e., two hour pro-
grams, with 2 hour programs,
etc. There appears to be one
exception to this rule. From
the figures compiled in this
survey on local programming,
there seems to be little dif-
ference in the turn-over factor
between 15-minute programs
and 30-minute programs.
CUMULATIVE WEEKLY AUDIENCE
WHDH AREA SURVEY
it II, mi, and Out-of-Home
MONDAY THROUGH FRIDAY • JANUARY, 1954
AVG.
WHDH PROGRAM
TIME
Va HR.
LOW
HIGH
WEEKLY
Ray Dorev Show
6:00- 9:0O
AM
3.6
.9
5.2
29.4
Ken'f Hill
9:(H>- 9:30
AM
5.0
4.8
5.2
12.9
Christine Evans
9:30-10:00
AM
4.8
4.7
4.8
8.8
Carnival of Music
10:00-12:00
Noon
4.9
4.6
S.l
19.9
Kin:: Crosby
12:00-12 :30
PM
4.2
4.1
4.3
11.7
Kami and Food
12:30- 1:00
PM
3.2
2.9
3.4
8.2
ken and Caroline
1 :00. 1 in
PM
2.8
2.7
2.9
7.5
Stumpus
1 :3(>- 2:00
PM
3.3
3.3
3.3
8.8
2 « 8 Dal.'
2:00- 4:00
PM
4.2
3.5
4.7
18.7
Boston It.illi ....in
1 :0O- 6 :O0
PM
5.8
4.5
6.S
27.2
New] and Sports
6 :0O. 6:15
PM
5.9
14.7
Itins Crush,
6 : 15- 6:30
PM
6.1
15.8
Sports Curt Gowdy
6:30- 6:45
PM
3.9
14.2
Hour of Stars
6 i IS- 8:00
PM
4.3
3.9
5.6
17.7
2 « 8 Date
H 00.10:00
PM
3.6
3.5
3.8
17.6
Guy Lombardo
10: 15-10:30
PM
3.5
7.1
Cloud Club
I0:30-Mldnls
l.l
3.0
2.4
3.6
16.9
News, Weather. Sport*
1 1 :<)0-l 1:13
PM
3.3
AVG.
9.4
OTHER PROGRAMS
TIME
Va HR.
LOW
HIGH
WEEKLY
Carl de Suae WBZ
6:30- 9:30
AM
2.1
.8
3.1
14.6
Bcantovln Var. WEEI
8:30- 9:30
AM
4.1
3.8
4.3
12.7
Mother Parker W EEI
9:30- 9:45
AM
3.9
10.9
Nancy Dixon will
<>: 15-10:00
AM
3.8
10.7
Home Forum tt 11/
'» :30-10:00
\M
1.4
1.3
1.5
5.9
News, G. Howard WBZ
6 :00- 6:15
PM
3.0
8.1
N.-.s. A. Jackson WEEI
6 ;00- 6:15
PM
4.1
10.3
News WNAC
6 :00- 6:15
PM
2.9
6.8
Sports. Leo Egan WBZ
6:15- 6:30
PM
3.0
6.7
Sports Roundup WNAC
6:15- 6:30
PM
2.4
5.9
Sports, F. Cusick WEEI
6:30- 6:45
PM
3.4
8.2
THE UNDCPLICATED AUDIENCE OF BLOCK PROGRAMMING
From the above tabulation it is evident that WHDH's The accompanying graph shows the comparison be-
block programming reaches a sizable portion of the tween the Ray Dorey Show over WHDH from 6:00 to
radio audience. Taking the 1.440.080 radio homes in 9:00 AM and the Cari deSuze show over WBZ from
the WHDH area, and projecting the cumulative undu- 6:30 to 9:30 AM. These two programs are both three
plicated weekly ratings of block programs of over one hours in length and both are disc jockey programs,
hour in length, we find the number of radio homes
which listen one or more times a week to WHDH
programs.
TIME
6-9 AM
10-12 Noon
2-4 PM
4-6 PM
6:45-8 PM
8-10 PM
PROGRAM
Ray Dorey Show
Carnival of Music
2*8 Dale
Boston Ballroom
Dour of Stars
2 & 8 Date
l MHJPLI-
CATF.D
WEEKLY
RATING
29.4
19.9
18.7
27.2
17.7
17.6
16.9
NO. RADIO
HOMES
PER WEEK
423,383
286.575
269.294
391,701
254,894
253,454
243,373
10:30-12 Mid Cloud Club
From the above figures, it is evident that one WHDH
program is heard one or more times a week. Monday
through Friday, by 423.383 radio homes in the area.
We believe we could arrive at a much higher number
of the radio homes that li-ten to WHDH one or more
times a week if we had de>igned the survey as a popu-
larity contest. However, such was not our purpose. We
wished to discover facts about radio listening that
Would be important to the medium as a whole as
well as to ourselves.
2 9.4
UNDUPL1CATED
WEEKLY
RATING
2.1
3.6 AVERAGE Vi HR. RATING
R\^ DOREY
W 1IDH
6-9 AM
VS
CARL DE SLZE
WBZ
6:30-9:30 AM
THK I NDL PLICATED AUDIENCE OF NEWS AM) SPORTS PROGRAMS
Newa and -|t(»rl- program! ..f W HDH and the network
affiliates art- comparable. We have compared tin- 6
o'clock news, and the -port-, programs which an- of
fifteen minutes duration and run either from 6:15 to
6:30 I'M or from between 6:30 and 6:45 P.M.
« EEKLY
CI Ml I.ATIVE
RATING
POINTS
(S Timr.
V>. ', llr.
Riling)
STATION
NX 111)11
WEE1
WBZ
WW!
AY. '« UK.
RATING
5.9
4.1
3.0
2.9
I NDI PI I.
< \teu
WEEKLY
RAIINf.
14.7
10.3
8.1
6.8
TOTAI R\l)IO
HOMES PER
» IKK
211,771
148,328
I 1 6,646
97,923
The accompanying bar-graph show- the comparison
between new- programs on the four stations.
WHDH <«t.->. i,>
^ EEI (6 :. •10.1.1 >
WBZ (f) : 11..IO)
w \\<: i« i. -...km
The graph of sport- programs would approximate that
of the news programs.
I ndi PLICATED
WEEKLY
K VMM.
5.9
14.2
204,491
3.4
8.2
1 1 8,086
AVERACI
3.0
6.7
96,483
\ lll(. K \ I INC
2.4
5.9
84,964
We should like to make a comparison of the "2 & 8
Date". This is a four-hour program, divided into two
parts: one part in the afternoon from 2-4 P.M. the
other part in the evening from 8-10 PM. The program
shows up as follows:
UNDUPLI-
CATED
TOTAI. RADIO
AV. 'A HR.
WEEKLY
HOMES PER
RATING
RATING
WEEK
4.2
18.7
269,294
3.6
17.6
253,454
Afternoon 2-4 PM
Evening 8-10 PM
It can be seen from this that the program reaches al-
most as many unduplicated listeners in the evening
hours as it does in the afternoon hours. And in the
evening time from eight to ten, "2 to 8 Date" is faced
with the toughest network and television competition
in the area. There follows a graph illustrating the
comparison :
AFTERNOON
2-1 PM
the continually-growing importance of the olt-ofhome audience
Back in January 1948. little importance was attached
to the OUt-of-home audience. It was not until the sum-
mer of 1948 that WHDH did its first OUt-of-home sur-
vey. The Pulse of Boston Average *4 Hour Homes
Using Radio figure in January-February 1948 was 23.0
for the entire week. The January 1951 WHDH Area
Survey s|i.,\\s a total average sets in u-.- seven days a
week t<> be 23.76. If the out-of-home audience wen- to
be discounted, the Homes Using Radio figure would be
only 19.47, or 18*^ of the total audience would !><• dis-
counted. Or. as is shown on the following table, many
thousands of listeners would not be counted. The
tabulation for Sunday through Saturday is broken
down into three periods — 6 AM-12 Noon, 12 Noon-6
P.M. 6 PM-12 Midnight.
AT-HOME
OUT-OF-HOME
A,
homcf 1 i>Mirr« Tntal Total
uoirix prrlOO ll-trn- Timr li-trn-
radio ,r|s « r* rr-
1H..1I 1.1H 121. Hit 6 AM-12 N 79.273
21.11 1.11 lr.H.72.1 12 N-6 PM 91. .129
19.19 1HO 195,0*9 6 PM-12 M 8<..2.17
I.i.lrnrr, I.....,,.
per u»injt
llto.rl. radio
IS9 3.91
I t<) t.S3
119 I CP2
RATING POINTS— PROJECTED
TO RADIO HOMES
BASED ON 1,440,080 IN
WHDH AREA
AND COST
PER THOUSAND PER SPOT ANNOUNCEMENTS AS INDICATED
PROJECTED
■H RATING
TO RADIO
POINTS
HOMES
SIS 8SO 922
*■£<> »ao
1
14,400
1.04 138 152
1.80 2.08
3.12
3.47
1.1
15,840
.94 126 1.39
1.64 198
2 82
3.15
1.2
17,280
.87 1,15 1.27
1.50 1.74
2 61
2.89
1.3
18,720
.80 106 1.17
1.38 160
2.40
2.67
1.4
20,160
.74 .99 1.09
1.28 148
2.22
2.48
1.5
21,600
.69 -92 1.01
1.20 1.38
2.07
231
1.6
23,040
.65 -87 .95
1.12 1.30
1.95
2.17
1.7
24,480
.61 81 .89
1.06 1.22
1.83
2.04
1.8
25,920
.57 77 84
1.00 1.14
1.71
1.95
1.9
27,360
.54 73 80
.95 1.08
1.62
L82
2.0
28.800
.52 69 .76
.90 1.04
156
1.73
2.1
30,240
.49 66 .72
.85 .98
1.47
1.65
2.2
31,680
.47 -63 .69
.82 .94
1.41
1.58
2.3
33.120
.45 -60 .66
.78 .90
1.35
1.50
2.4
34.560
.43 58 .63
.75 .86
1.29
1.44
2.5
36,000
.41 55 .60
.72 .82
1.23
1.38
2.6
37,440
.40 -53 58
69 .80
1.20
1.33
2.7
38,880
.38 51 .56
.66 .76
1.14
1.28
2.8
40,320
.37 -49 .54
.64 .74
1.11
1.24
2.9
41,760
.35 .47 .52
.62 70
1.07
1.19
3.0
43,200
.34 -46 .50
.60 .69
1.04
1:15
3.1
44,640
.33 .44 .49
.58 .66
.99
1.12
3.2
46.08P
.33 43 .47
.56 65
.97
1.08
3.3
47,520
.31 -42 .46
.54 .62
.94
1.05
3.4
48,960
.30 .42 .44
.53 .61
.91
1.02
35
50,400
.29 39 .43
.51 .58
.87
.99
3.6
51,840
.28 38 .42
.50 .57
.85
.96
3.7
53,280
.28 .37 .41
.48 .56
.84
.93
3.8
54,720
.27 -36 .40
.47 .54
.81
.91
3.9
56,160
.26 -35 .39
.46 .53
.80
.89
4.0
57,600
.26 .34 .38
.45 .52
.78
.86
4.1
59,040
.25 -33 .37
.44 .50
.75
.84
4.2
60,480
.24 .33 .36
.43 .49
.73
.82
4.3
61,920
.24 -32 .35
.42 .48
.72
.80
4.4
63,360
.23 -31 .34
.41 .47
.70
.79
4.5
64,800
.23 -30 .33
.40 .46
.69
.77
4.6
66,240
.22 -30 .33
.39 .45
.67
.75
4.7
67,680
.22 -29 .32
.38 44
.66
.73
4.8
69,120
.21 29 .31
.37 43
.64
.72
4.9
70,560
.21 28 .31
.36 .42
.63
.70
5.0
72,000
.20 -27 .30
.36 .41
62
.69
5.1
73,440
.20 -27 .29
.35 .40
.61
.68
5.2
74,880
.20 26 .29
.34 .40
60
.66
53
76.320
.19 .26 .28
.34 .39
58
.65
5.4
77.760
.19 -25 .28
.33 .38
57
.64
5.5
79,200
.18 -25 .27
.32 .37
56
63
5.6
80,640
.18 -24 .27
.32 .37
55
.61
5.7
82,080
.18 24 .26
.31 .36
54
.60
58
83,520
.17 -23 .26
.31 .35
.52
.59
59
84,960
17 .23 .25
.30 .35
.52
.59
6.0
86,400
.17 -23 .25
.50 .34
.52
58 ..
6.1
87.840
.17 -22 .25
.29 .34
.51
.56 /
' J
6.2
89,280
.16 -22 .24
.29 .33
.49
.56 . s
"£
6.3
90.720
.16 .22 .24
.28 .32
.49
55 [
6.4
92,160
.16 -21 .23
.28 .32
.48
.54 I .
f
6.5
93,600
.16 .21 23
.27 .32
.48
.53 y
^
6.6
95,040
15 -21 23
.27 .31
.47
.52 \
6.7
96,480
.15 -21 22
.26 .31
.46
.51
6.8
97,920
.15 21 .22
.26 .30
.45
.51
6.9
99,360
.15 20 .22
.26 .30
.45
.50
7.0
100,800
.14 -19 .21
.25 .29
.44
.49
In one i>l iii- essays, ' larence Daj wrote
about what would happen if this
civilization were to !>«■ destroyed and die
archaeologists "I anothei civilization were
to uncover the ruins. \li. I)a\ claimed
thai the clock would be looked upon then
as we now look upon the "lares et penal' -
of ancient Home. (For those who
flunked Latin . . . "household gods**.)
If Mr. Day were alive and writing toda\.
he'd < all the clock the "lares" and the
radio the "penates". l'rai ticalK ever)
home that has a timepiece has a radio.
I here are perhaps as many models of
radios as there are ol clocks . . . and maybe
the wrist radio will be worn on the
opposite aim lion i the wrist watch in
the not-too-distant future.
In New England, 98.6 of the homes have
radios, according to Standard Rate and
Data Consumer Market-. 1954, and the
figure carries over into the 25 count)
WIIDH coverage area. From studies by
I! \B, it is evident that the radio i> not
confined to any one room in the house,
nor is radio confined to the household
itself. Radio i> mobile. It travels with
the listener, whether in the automobile,
in the back or front yard, at a restaurant
or tavern, at the heach, on a picnic,
Bkiing, skating, or at work.
In fact, radio is man's constant companion.
He leans on it for news and information,
for music, weather, and entertainment.
Radio is the companion of the shut-in
and the traveler, of the young and old. of
the urban, suburban and rural resident.
I)air\ farmers listen to radio in their
barns. Sheep herders hear it on the hills
and mountains. The yachtsmen would be
tosl without it. Yes. the radio, once
confined to the living room, now en-
COmpassee the world of modern man. In
fact, onlj one item of our civilization
exceeds the circulation of radio . . . and
that i- the medium of exchange . . . money.
y^
PRODUCT a»,i SERVICE
REACH A NEW HIGH!
Wi
ith each succeeding year BMI's products and services
attain new highs in volume and value.
The large and growing catalog of BMI-licensed music in all
classes — popular, folk, standard, symphonic, operatic, educational
— gives continuing evidence of the quality and ability of the com-
posers and publishers affiliated with BMI.
BMI Service, too, is reaching new highs. BMI not only serves its
broadcast licensees — AM, FM and TV — with a steady flow of
practical program aids, but provides its repertoire and facilities
to every user of music . . . ballrooms, night clubs, motion pictures,
hotels, restaurants, skating rinks, amusement parks, wired music,
industrial plants, symphony orchestras, chamber music groups,
choirs and choruses, motion picture exhibitors using intermission
music and many others.
BMI-licensed pop song hits are maintaining leading positions in
all of the music trade popularity charts — the Hit Parade, the
Variety scoreboard, Billboard charts, Downbeat polls, the every-
day best-seller lists — and, for the past four consecutive years,
were voted Number One in all categories by the nation's juke
box operators in the Annual Cash Box Popularity Poll.
In the field of Concert Music, BMI continues to foster composition
and encourage public interest through its annual Student Com-
posers Radio Awards, its support of the American Composers
Alliance, and the extensive publication of Concert Music through
its wholly owned subsidiary, Associated Music Publishers, Inc.
Similar BMI services and efforts in the entire field of music are
being conducted throughout the Provinces of Canada by BMI
Canada Limited.
Your BMI Field Representative, who visits your station periodically, can be
helpful in many ways. For any personal problem in selecting or program-
ming music send your inquiry to BMI's Station Service Department.
BROADCAST MUSIC, INC.
589 FIFTH AVENUE
NEW YORK 17, N.Y.
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO* MONTREAL
12 JULY 1954
141
WFBC-TV
100KW POWER
2204 FT. ANTENNA
"Giant of
Southern
Skies"
s
TENN.
KNOXVIUEy
• "
. N. C.
ASHEVILLE
V CHARLOTTE
' . # SPAR
*GREENV
•
ANDERSON
IANBURG
lJ \
• COLUMBIA X>^-"
AUGUSTA »\
S. C. /////
GA. \
^y
. . . boasting mor< people and largei
income within ion miles radius than
Atlanta, [acksonville, Miami, 01 New
< )i leans, WFB( I \ is truly the "Giant
of Southern skies", and a powerful
new advertising medium in (he South-
east.
HERE'S THE WFBC-TV
MARKET
(Within 100 miles radius)
Population 2,924,625 People
Income $3,174,536,000
Sales $2,112,629,000
Television Homes 277,622*
Market Data from Sales Management
*From A. C. Nielsen Co. Survey as of
Nov. 1. 1<).~).5. ph.- RETMA sel shipments
ii' lli> 1(10 m\. < < > 1 1 1 < 1 1 1 1 -inir \n\. I. 1953.
Wnii now tin Market Data Brochure
and linlr Card. tsk US m "iii Repre-
sentatives l"> information mid assist-
ant 1 .
Channel 4
WFBC-TV
Greenville, S. C.
NBC NETWORK
Represented Nationally by
WEED TELEVISION CORP.
NETWORK TV
[Continued from page 121 1
the networks. Du Mont specializes in
them, loi example, you can Inn a 15-
minute evening — 1 1 if* on Du \1<mt at
7:01) ,,. ni. I,,, onlj $5,000 a week. The
program, \farge and Jeff, is a situation
comedy. I Advertisers with an eye on
off-beal programing techniques Bhould
In- interested in this show. It i- ad lib. i
rhere are other low-cosl shows, t"<>.
The participation shows arc anothei
wa\ of getting into network t\ with a
-mall wallet. I b.ej should I"- "I spe-
cial interest i" clients with products
aimed at women since most of the par-
ticipation shows are "ii during tin- day.
Houi'MM. men can he reached before
the) ^ < > in work on either NBC's Today
or CBS' Vnniinii Slum.
There are a few participations at
night {Your Show oj Slum \. which
sold LO-minute segments, is dead but
the stars. Sid Caesar and Imogene
Coca, an- carrying participations on
their new, separate shows). There are
also devices which get prett) close to
the participation format. Du Mont's
cosponsorship method, used on two
shows b) American Chicle this past
season, offers 15-minute segments for
sale in half-hour -how-, and there is
alternate-week -j n >n-> > i -Ii i | • also.
The alternate-week, or "major-mi-
nor, technique provides every-week
exposure to the client for a little more
than hall the cost ol e\er\-week spon-
sorship. Ilach client nets most of the
commercials one week, only one men-
tion on (he alternate week. Kach al-
ternate-week client can Use the show
title with his companx nan r prod-
uct in it.
The alternate-week adxertisini: meth-
od is used lor other reasons besides
just saving money. \ client who in-
vests in two alternate-week shows rath-
er than one every-week show reaches
man) more different homes at onl)
slightl) more cost. Main client- go t"
alternate weeks and throw the inon-
c\ saved into an expanded lineup. This
reason ha- Keen growing inure and
more important
rhere appears to he a definite trend
in alternate-week sponsorships. On
\ li< !'s Saturda) night lineup alone
there will he four new allei nalc-w eek
sponsors. Green Giant and Pillsbur)
will -l.arc time on the new filmed
Mi 'se\ Roone) -h"u. Armour and an-
othei sponsor will alternate in the
10:00-10:30 p.m. slot. The other Bpon-
boi will probabl) be a cosmetic firm.
It i- interesting to aote that the al-
ternate-week program two different
-how- alternating in the Bame time
period never caught on. Every-week
-how- appear to hold their audiences
bettei .
Q. Are there any important
changes in program production
costs?
A. I nion produ< tion < (,-t- w ill be
about T'< highei >>n the t\ networks
this coming fall. This is the result
ol - ontra< t- negotiated during this
past season. They will carr\ over at
least until next year. There are also
negotiations going on now which will
alfc< t program costs. > h.r complete
detail- on union contracts, see the re-
port on Tv union-, page 1~>2. i Expec-
tation fni the future i- that < o-t in-
i reases in the union held will level off.
One of the most important chai
in the program production cost picture
i- NBC IV- new rate structure cover-
ing both black-and-white and color
production and service facilities. The
new rate structure establishes hourlx
rate- (.ii studios and technical person-
nel in place of the "package" rates
charged previously. It became effec-
tive 1 Julx.
The highpoints of the new rate man-
ual, as outlined hx NBC President Syl-
vester W eaver are:
1. Bx placing a premium <>n effi-
i ienc) in using studios and personnel,
the advertiser is offered more oppor-
tunity to control and reduce his tele-
\ ision production costs.
2. The new rates eliminate separate
charges for camera rehearsal and drx
rehearsal. The advertiser i- charged
for total time in the studio, beginning
with dry rehearsal and camera set-up
and continuing through to the end of
the broad* ast.
A. Personnel charges are the same
for color and b&w broadcasts. Man-
powei COStS "ill be determined hx the
numbei of men used and the length
of time the) are used. Extra color
charges are made for studios, mobile
unit- and extra equipment.
1. For the first time there will he a
charge for him origination.
The film origination charge, which
applies t<> programs produced predom-
inantly on film, i> $250 net per quar-
ter hour, which include- a pre-broad-
142
SPONSOR
Decide on the Network with Lowest Time Costs
NO "MUST-BUY" PROGRAMS
Du Mont availabilities let you "buy" or
build and become the sole sponsor of
a program that meets your selling needs.
• LOWER PRODUCTION COSTS
Your savings at Du Mont on production
facilities result in more money
available for time buys.
TIME PERIOD PROTECTION
The DuMont Television Network has always
protected its sponsors. When you decide
on DuMont you have a time franchise.
YOU'RE WISE TO DECIDE ON THE
oil Mont
TELEVISION NETWORK
515 Madison Avenue, New York 22, N. Y. MUrray Hill 8-2600
435 N. Michigan Avenue, Chicago 11, III. MO 4-6262
A Division of The Allen B. Du Mont Laboratories, Inc.
12 JULY 1954
143
. .i-i i mi -through nol to ex< eed the
amount "I air time.
\i;< : I \ issued a new production
rate manual 1 February. It applies to
programs originating in New York,
( In. ago, I 08 Angeles and San Fran-
cis* 0. Main Features of the manual.
a. cording t<> VB( !, are I I I greater
Bexibilirj in the use of various Berv-
ic es, I 2 i elimination of premium time
charges i"i camera and <lr\ rehearsal,
(3) \>i<<\ ision for discounts, penalties
and deadlines on all orders for produc-
tion services and i I) establishment oi
standardized rates foi all Facilities and
production sen i« i s.
Q. How do the new NBC produc-
tion rates compare with the old
ones?
A. \dverli-er- who haven't had a
chance to estimate what effect the new
NBC production rales will have on
their shows will be interested in this
comment from a program production
executive at one of the top tv agencies:
"We have made some comparisons
of the old and new rates on sonic of
our shows and found that our costs
will be about the same. I'm talking
about live, black-and-white shows
which are put on in the same manner
as in the past. It may not be that wa\
for all shows on tv. Its possible that
some will cost more but the important
thing is that if program production is
planned intelligently there are lots of
ways to save money. It might be a lit-
tle confusing when first using the new
manual because agcnc\ production peo-
ple will have to get used to figuring
out exaelh how mam technicians to
use."
The new manual cannot be com-
pared directl) with previous one since
units o| use are not comparable.
I hi
Q. Does the advertiser have any
direct interest in the solution of
the uhf problem?
A. Ileceitainlv does. Willi the pros-
pering of uhf and a truly national.
competitive television service he will
paj less i"i television advertising than
he otherwise would. In other words,
the more stations there are. the more
competition there will he. More com-
petition usually mean- lower prices.
It is true that from the point of view
of broadcasters, an excess of competi-
tion can he harmful to the industry.
Hut that is a pretty academic possibil-
ii\ right now. excepl in New York
and Los \ngeles. where nine of the
II stations are said to operate in the
red.
Some figures on how competition
affects time costs were gathered last
fall h\ l)u Mont. These figures show
that in a majority of the one- and two-
station pre-freeze markets cost-per-
1.000 tv homes for time ranged from
$1.75 to $2.60. Not a -ingle three- or
four-station market had an average
rate of more than SI. 75.
Q. What is the status of uhf at
present?
A. As of 1 June there were 238 uhf
authorizations outstanding and 122
uhf stations on the air. There were
58 channels in 37 of the top 100 mar-
kets for which no application had
been filed. In addition to a long list
of uhf applicant- who returned their
construction permit- before getting in-
to operation 14 uhf stations have been
on the air and have suspended opera-
tions. This figure compare- with three
\hf station- which have suspended op-
SWITCH FROM STILL SLIDES!
i'-\
-^1
SHM
Start VAinf
SLIDES °N FILM
FULL OF ACTION! THEY ZOOM,
FLASH. SPIN, ROLL and BURST!
FILMACK STUDIOS
13 31 So. Wabash Chicago, III.
C.
v
SKN " IS A
T RUL ORDFR' i
LflHorHsFpy,^; 1
eiation- -incc commercial television
began to expand in 1946. The CBS-
Nielsen t\ Bet count la-t year showed
1,774,690 uhf families out of a total
of 27,506,500 i\ families as of 1 No-
vember L953.
Q. What is the nature of the uhf
problem ?
A. I he problem is a complicated one
hut. perhaps, it can be reduced to
three points: 1. I hf i- a latecomer
to the television scene and uhf station-
musl compete against entrenched \hf
broadcasters. Hence, man) of them
are losing mone\ .
2. Uhf is not vet fullv developed
technically. The effect i- that, under
comparable conditions, a uhf signal
cannot always cover as well a< a vhf.
Since uhf operator- cannot reach as
man) people as competitive vhf out-
let-, the advertiser a- well as the net-
work prefer joining force- with the vhf
station.
3. I hf signals cannot be received
on vhf sets. The conversion of a vhf
set to receive a uhf signal costs mone)
and where a set owner i- already satis-
fied with existing vhf station fare, he
ma) not want to spend the monev.
Here again, the uhf outlet suffer- re-
garding circulation compared with the
vhf competition. The \icious circle
operate-: No conversion, no network
affiliation. No network affiliation, no
network programing. No network pro-
graming, no inducement to convert.
\n conversion . . . etc. And. of course,
no business.
Q. Are all uhf stations having
circulation trouble?
A. No. The less uhf-vhf station in-
termixture there is. the greater the in-
centive for set owners to convert. In
uhf-onl) markets there is no conver-
sion problem, >>f course. The extent
t" which vhf competition atlects the
uhf circulation has been pinned down
b) the American Research Bureau,
which has made four studies of uhf set
saturation in uhf and vhf-uhf market-.
Here i- the average percent of all
-el- a uhf station can reach after it
has been on the air six months or
more:
Where there is no vhf station in the
market: 89.89! .
Where there i- one vhf station:
65.4%.
144
SPONSOR
BRA fi
We've done a heap of living in our 6-year history . . . What
with 60 live local shows every week in addition to the most
popular programs of America's 4 networks. We're also pretty
busy lending a helping hand to religious, educational and public
service groups. Last year, for instance, a few outstanding accom-
plishments included:
6 NATIONAL NEWS SCOOPS
FIRST FACSIMILE NEWS IN NEW ENGLAND
FIRST COLOR TRANSMISSION IN NEW ENGLAND
ZENITH PUBLIC SERVICE AWARD
FIRST EDUCATIONAL TELECAST APPROVED BY THE STATE BOARD OF
EDUCATION
There are more "firsts" and "bests" than this page could hold. In
all, in the minds of men, we have gained PRESTIGE through
serving . . . the best way we know how.
RADIO And
TELEVISION
NEW HAVEN, CONN. represented nationally by Katz
NEW ENGLAND'S FIRST COMPLETE BROADCASTING SERVICE-TV, AM, EM
PRESENTLY SERVING 702,032 VHF SETS ON 100,000 WATTS (316,000 WATTS JULY, 1954)
12 JULY 1954
145
\\ here there an two \ lil stations :
10 l'«.
\\ here there are three oi more » hi
stations : 27. >' i ,
Q. What solutions have been
suggested to help uhf stations?
A. I In- hearings on the ulil question
being held 1 • \ the Senate sub* ommit-
tee "ii Interstate and Foreign Com-
merce have been exposed to a wide
variet) of solutions. One proposal
would |nii all television in the uhf
band so tin- problem ol vhl vs. ulil
would In- ended on< e and foi all. I his
has the suppoi t of FC( < lommissionei
I rieda Hennock. There have been pro-
posals that the FO stud) whether uhf-
\hf intermixture can'1 In* done awav
h nil. I In- idea is that all markets
would be either uhf or \hl. One pro-
posal, made bj Lou Poller, general
manage] oi uhf station WCAN-TV,
Milwaukee, and president of the I hi
l\ \--n.. provides for the immediate
end "I intermixture in 10 major mar-
kets. He said these markets account
for almost 509? OI the un f receivers
in this country.
Here are some other proposals:
conditioned
customer
reflexes
**
*******
liiii- id. bell .iii.l „, jk,
ellent v a in. .mil water wlfJb ■
~- ■•>■— v.l lil>. I'.i. ill. I in. in,-, —
i. .ill., Win.- or Llatertne.
I Ii. % -lnrl.il Willi „iir ..ii.il, |,
.mil il i,ui |il. in
i .ill ,,r v. Ire lodai .
• C O M P A N
I
dJwm
ra-ili;
■ing sal
6000 Sunset Blvd
Suite 203
Hollywood 28. Calit
Hollywood S-6I8I
to imi-uV for
• Dr. \lli ii B. Du Mont, presidenl
"I Mien B. Du Mont Laboratories,
which om n- the Du Mont I *J<\ ision
Network, offered a plan whereb) each
station would be required to relin-
quish, il a network SO demanded, up
i" 2 >' ■ of its network time in each ol
the three time classifications. The as-
sumption i- thai this time would be
demanded of \ hf stations in a market
h\ tin network or networks with uhf
affiliates in that market. Du Mont be-
lieves this plan would require no < Ion-
gressional legislation but i ould be set
up h\ the I ( < bj means ol the present
station license system.
• Mans ol those testif) ing before the
subcommittee have urged that net-
works be pel milled to own more than
the maximum of five Stations now al-
lowed. Some proposed that the addi-
tional stations permitted should be uhf
outlets only. Dr. Du Vlont proposed
thai, under certain conditions. "A
qualifying network will be permitted
to have an additional whollv owned
t\ station for each group of seven pri-
mary uhf affiliations maintained."
• One of the more wideK supported
proposals is that the Federal e\< :ise tax
be removed from all-ehannel i that is,
uhf-vhf) t\ set-.
• The use of boosters and satellite-
to equalize uhf and vhf coverage is an-
other proposal. Among those support-
ing it is \BC.
Q. Are any of these proposals
likely to be adopted?
A. ft is not believed likeK that an)
radical action will he taken either h\
Congress or the FCC. Ending of uhf-
vhf intermixture through re-allocation
of channel- i- a complicated job. and
it is not certain that a re-allocation
would provide the same degree of I ,S.
t\ coverage that the present set-up of-
fers. NBC's Joseph V. HetTernan point-
ed out that while NBC doe- not op-
pose a stud) ol eliminating intermix-
ture the \er\ fact that such a stud)
Would be held Could slow down uhf
conversions. \nd almost an\ kind of
re-allocation would cause a "major
wrench to the viewing public and
broadcast operators, Heffernan said.
Then- i- a possibilit) that the net-
works will be permitted t<> own more
-i. : ions il the) are uhi stations. This
i- not considered a uhf cure-all but it
will undoubted!) result in building up
uhf in some markets.
All signs point to the removal of the
excise tax on all-wave t\ sets. With
about 609? ol the t\ homes already
equipped with vhf-onlj receivers, the
inunediate effect would not In- great
However, possibl) 1<> to L5 million
non-U home- will become t\ homes
during the next five to Mi years. Mid,
assuming the life of a tv Bel to be
about seven years, the all-important re-
placement market will be growing rap-
idl) during the remaining years of the
50s. Since, with the removal of the
excise lax on all-wave receivers the)
will be ju-t about as cheap as vhf-onl)
receivers, there is ever) reason to be-
lieve that the i onsumer will bu) the all-
wax c set when offered a choice.
Removal ol the tax would reall)
make itself felt when Coloi -els he-
roine available in quantity. No uhf
broadcaster would want to hold his
breath that long but the likelihood of
all-wave color sets bodes well for uhf s
long-term future. It i- significant that
the 5,000 15-inch ( olor sets KC \ has
already produced are all equipped with
all-wave tuners.
Il is not clear whether anything will
he done about boosters and satellites
to equalize uhf and vhf coverage. \
certain amount of equalization is al-
ready in effect theoretically. This has
been accomplished b) permitting uhf
more powerful transmitters. However,
while there has been a consistent in-
crease in the power of uhf transmitters
being turned out. the technical prob-
lems for the top power permitted have
not all been solved. It cannot he said
for certain whether a top power uhf
signal will give comparable coverage
to a top power vhf signal, and. there-
fore, whether boosters and satellites
will he needed.
Color
Q. How many color sets will an
advertiser be able to reach via net-
work tv this fall?
A. Not many. Mid much less than
expected sin months ago. While esti-
mate- foi production ol color sets
rani:.- from 50,000 to 200,000 b) the
end of the year (see < hart page ll2i>».
the likelihood is that the lowei figure
i- closer to the truth. RCA's General
Sarnofi used the 50,000 figure recent-
ly. The talk about Ford buying 25,000
coloi sets t" be installed in dealers'
146
SPONSOR
IN UTAH
KUTV Channel 2
goes on the air September 7
in Salt Lake City. It is
Utah's most powerful sta-
tion . . . with ABC program-
ming and a mighty "plus"
in showmanship for its Bil-
lion Dollar Market. Now's
the time to see your George
P. Hollingbery representa-
tive for full information on
the best TVbuy in theWest,
Buy the Big 2 in Utah
KU0TV
TELEVISION CENTRE - SALT LAKE CITY
12 JULY 1954
147
showrooms would raise this Bgure.
(tiir ol tin- reasons, though not the
onl) one, that < oloi Bet production ma>
not rea< h eai liei expectations is the
realization that the I 1- or L5-inch color
1 1 j ] >i - will not be acceptable to consum-
ers used i" bigger screen sizes. The
indusfa \ i- tut ning its attention i" 1 1 1< *
biggei tubes. However, the industry
has n< >t reall) gotten togethei <>n a Bin-
gle type of color tube and that also
has been slowing things up.
Q. Who will have the first color
sets?
A. \ great deal of the production
u ill go to appliance dealers For demon-
stration purposes and to draw traffic.
I ndoubtedl) man) in the i\ advei ris-
ing field will bu) color Bets for profes-
sional reasons. As pointed out al>ove,
a comparativel) large numbei ma) end
up in lord dealers' showrooms. 'Ihe
expectation that, as in the early black-
and-white tv days, many consumers
will l>c introduced to color via the
barroom set. has already gotten the
juke box people worried. Juke box
lm-iness fell off heavih in the earl)
days of b&v t\. and the record people
are making plans now for offsetting
theii new nemesis.
Q. How many markets will an
advertiser be able to reach in color
via network tv this fall?
A. I he broadcasting industry's abil-
it\ to Bend out color programs is far
in advance ol the consumer's al>ilit\
to receive them. \ sponsor surve) of
all television stations indicated that
about 709? of them will have **• j ii i j »-
incut to rebroadcast network coloi
-how- b) the end of the j eai .
Answers were received from about
one-third of all the stations, represent-
ing a good cross-section. I For infor-
mation on local color plans by station-.
see the Spot tv section. 1 Here is the
breakdown from 134 respondent-:
• Stations equipped to rebroadcast
color before 15 July: 44 or 32.8', .
• Stations which will be equipped b)
the end of the year: 52 or 38.!!', .
1 Main of these will be set up for net-
work color before the end of this
month. I
• Stations which will be equipped
during 1955: 7 or .5.2' , .
• Stations which will lie equipped
during L956: 2 or 1.5%.
• Stations with no plans or no net-
work affiliation: 29 or 21.7', .
No station other than the one origi-
nating the program can send out color
unless it receives the network signal
first b) wa\ of AT&T micro-wave or
coaxial (able facilities. The AT&T re-
ports that, as of 24 June, its color
television facilities were available to
50 stations in 36 cities. Here are the
cities, alphabetically:
Baltimore. Boston. Chicago, Cincin-
nati. Cleveland, Columbus. Dallas,
Dayton, Denver, Detroit. Fort Worth.
Houston. Huntington, W. Ya.: Johns-
town, Pa.; Kansas City, Mo.: Lancas-
ter, Pa.; Los Angeles, Milwaukee. Min-
neapolis, New York, Oklahoma City,
Omaha. Philadelphia, Providence, St.
Louis. St. Paul, Salt Lake City, San
Francisco. Schenectady, Syracuse, To-
ledo. Tulsa, I ti< a. Washington, Wil-
mington, Del., and 1 oungstown.
It i> expected thai b) the end of the
year \ I \ I color facilities will be avail-
able to 1 30 station- in 95 cities.
The important figures to network tv
advertisers are how mam stations b)
networks will be able to -end out color
programs. In Ma\ Hugh Beville,
NBC's directoi ol research and plan-
ning, estimated on the ba-i- of orders
from NBC l\ affiliates for network
color equipment, that network color
Bervice would be available to 9595 of
all t\ home-. |.a-t month the network
gave out up-to-date figures Bhowing
it- color coverage onl) where \T\ I
facilities were alread) provided.
The figure as of 17 June was 31
stations aide to receive and rebroad-
cast color programs. Total by the
year's end i- expected to be <>1 sta-
tions. I In- MBC I \ lineup will make
colorcasts available to 78', of all tv
home-. 1,1 25,800,000 estimated Bete
b) the end <>l the year.
CB> reports that about 60 to 70 of
its affiliates will be aide to rebroadcast
network color. UJC and Dm Mont have
no plans for network color -hows this
fall so tin- question ol a network color
lineup is academic . Man) of theii sta-
tions, however, both owned-and-oper-
ated and affiliates, will have equipment
for rebroadcastine color.
Q. Why should an advertiser buy
a color program this fall when
there are so few sets around?
A. NBC's Pat Weaver summed up
most of the reasons during his address
before the 1 \ - in Vpril. He said:
"First, the color television campaign
will determine the share of market of
most consumer goods in color tele\i-
sion homes and tin- will start within
this coining year, and to those com-
panies which need effective advertising
to survive tall package goods, trade-
mark, brand items), the time to start
color television is this fall, and the
place to get the money is from man-
agement as extra mone) to insure that
the compan) learns how to use the
most \ital new force in it> history and
at once.
"Second, if you have any clients
whose success is largel) dependent on
the elan and spirit of it- selling, deal-
er and distributor organization, then
color television can make new leaders
before the \car is out. For even the
few thousand sets now coming into the
market are still enough to permit deal-
er color television demonstration meet-
ing-, and prospect color television par-
tie-, and other obvious demonstrations.
This kind of Color power to -ell uoods
NOW i- part of the broader power of
< olor a- the new thing, the new. talked-
about, exciting, all-interest-focusing
148
SPONSOR
ARKANSAS . . .
The fastest growing state
in the fastest growing
Region in the
United States of America
From 1940 to 7950 — ARKANSAS increased:
ARKANS AS U.S. A VERAGE
Bank deposits 281 % 1 31 %
Per Capita Income 255% 150%
Retail Sales 302% 207%
Little Rock per family effective buying income exceeds — Houston, Dallas, Ft. Worth, St.
Louis, Kansas City, New Orleans, Shreveport, Oklahoma City and the national average!
To tap this Rich Market, use KAKK Little Rock*
No. 1 _ - 7 AM-12 Noon M-F
No. 1 - 12 Noon-6 PM M-F
No. 1 6-1 1 PM Sun. -Sat.
KAKK first 66 quarter hours out of 72*
All 10 Top Evening shows KARK
All 10 Top Daytime Shows: M-F _ KARK
All 9 out of 10 Top Daytime Programs: Sat. — Sun. KARK
"according to Pulse March, 1954
"r
Represented by / V/ .
!!••■
••
Little Rock, Arkansas
Edward Petry
& Co., Inc.
< unversation piece of the \mei u an
-. ene.
■• I here are man) companies who
\ N ill need i oloi be< ause the) are ex-
po ted i" lead and 1 1 1 « - x musl lead ; and,
therefore, the) musl I"' in i "I i
-nil, i grave I"-- "I standing w ithin
theii own trade groups. I here are
man) n ore < ompanies w ho w ill see in
. oloi a wa) to excite their own ovei -
all organizations, i" give them a chan< e
,,i leadei ship w hi< li maj ha> e slipped
"Hi oi 1 1 1 • - 1 1 hands.
Q. How much color programing
will there be on the networks this
coming season?
A. Quite a bit "I it. I In- most sen-
sal ional developmenl in color |»i ogram-
ing i- the three once-a-month NBC
spe ia. nl. ii s. I h ". pi oduced b) Max
Liehman, \\ ill In- on >\ ei \ Fourth Sun-
day, 7 :30-9 :l K) p.m., ami e^ ei \ fourth
Saturday, 9:00-10:30 p.m. One, pro-
duced b) I .eland I la) ward, w ill be on
ever) fourth Monday, 9:00-10:30 p.m.
Oldsmobile has boughl oul the Sat-
iii da) coloi sp& i Lculai . Ford ami
Hi \ w ill i osponsoi the Monda) spe -
F-TV
CBS FOR THE QUAD-CITIES
is now operating
on 100,000 wafts
•
This maximum power
covers the Quad-Cities
and the surrounding trade
area ... a total of 264,
800 TV set owners.
Les Johnson, V.P. and Gen. Mgr.
WHBF
TEIC0 BUILDING, ROCK ISLAND, ILLINOIS
Represented by Aver y - Knodel, Inc.
tacular, taking 15 minutes <>l each
show . I he Sunda) i oloi Bhow w ill be
— I > 1 it three ways. Reynolds Metals
boughl three entire shows while Sun-
beam and Hazel Bishop will split the
remaindei ,
In addition, the NBC daytime par-
ticipations shows, Today and Home
h ill Feature i oloi pickups. NBC is try-
ing i" gel oth( i clients to pul theii
b&w shows on in coloi on a regulai oi
pei iodic basis. The netwoi k can pro
gram about 12 to I •"> hours a week "I
i oloi show - w iili its existing Btudios,
ii- mobile color equipment and its
iklyn <<>l>ir studio, which will be
read) in Septembei . NBl *s Hollyw I
studio w ill be read) foi coloi b) aboul
I Januar) 1955, adding even more
time to the L2-15 hours.
t'n i IBS, \\ estinghouse w ill pul on
eight to 10 color shows nexl season in
the L0:00-1 I :00 p.m. Wednesda) slol
normall) occupied b) Pabst's Blue
Ribbon Bouts and the Follow-up sports
-how. Sports Spot. The Westinghous<
show is titled, The Best of Broadu a\ .
( .lu\ sler ma) pul on periodic < oloi
shows in its 8:30-9:30 I hursda) nighl
segment, in which the auto firm will
showcase three dramas and one musi-
cal c\ <t\ month.
(.US will Inllou iii [lie footsteps of
NBC this season and give each client
coloi exposure without extra cost. The
free color ride lineup will starl 22 Au-
gust with Toast of the Town and end
27 Februar) with Sunday News Spe-
cial. The plan will provide for three
color shows a week. In the spring
CBS will accelerate color programing
through some as-yet-unannounced
plans.
CBS will have three studios for color
b) the Fall. In addition to it* existing
coloi studio at its 185 Madison Ave..
New ^ oik. headquarters, CBS recentl)
acquired the Itlst Street Theatre and
i> remodeling it at a cost of $1.5 mil-
lion, [ts Television City studios in
Hollywood are also being set up Foi
color.
Q. How much more expensive is
color than black-and-white?
A. Since NBC and CBS began ex-
perimenting with color. the\ have
learned how to i ul down mi the hordes
ol to hni( ians, makeup people, etc.,
which wcic required at first. However,
< oloi will always be somewhat more
expensive than black-and-white, Esti-
male- ol wliat coloi will add to the t\
bill range from 10 to 2<>'r over-all
i time, talent and production i .
Color equipment and Btudios will be
more expensive. Foi example: NBl -
non-audience Btudios foi b&w shows in
New York ami Chicago (excluding
Studio oil i are $150 gross an hour.
Vudience Facilit) Btudios are $300 an
hour. Comparable charges foi color
studios run From $250 to $550. \
b&w mobile unit i- $800 gross a <la\.
\ color mobile unit is $3,200 a day.
< !abl( chai g< - foi i oloi are higher.
\ I VI i- temporal il\ charging S 1 ,200
a half houi . i- seeking $2,000 Foi • olor.
Q. What effect is color having
on media planning?
A. sponsor asked that question of
media and radio-h exei utives in the
top aii agen< ies. Here are some an-
swers:
Fred Barrett, vice president in
charge of media, BBDO: •■While we
realize the enormous possibilities and
effectiveness of color i\ and anti ipate
it- use foi man) of our i lients, it- ef-
l<'ct on in. dia planning w ill not be ver)
marked until the number of coloi sets
create- a sizable market and make- . ol-
oi production effi< i< nl from a i •■-!
standpoint."
// illiam C. Dekker, vice president in
charge <>i media. WcCann-Erickson:
"Because audience and cost detail- of
color television are -till nebulous, the
advent ol color has played little role
in basic media planning. With few
notable exceptions, most consideration
of color has been either from the ex-
perimental or promotional angle. I
believe these will continue to be i lu-
major area- until such time a- we can
realK -tart to count noses and costs
which time, if we can take a leaf from
the black-and-white notebook, will
probabl) come a lot fastei than even
the nio-i optimistic ol us i ontemplate."
Arthur Porter, vice president in
charge of media. Leo Burnett: "The
approach of color t\ i- having a pr<>-
Found effect on both creative and me-
dia planning in our agency. While ob-
viousl) a great part of our analysis
and stud) must he based on hypothet-
ical conditions and costs, we are tr\-
ing to assess the place of color l\ in
our clients' programs as objective!) as
we < an.
li alter (>. Smith, vice president and
media dint lot. Biou : "Although color
150
SPONSOR
JN^rt? 4
>
audiences
turn
. . . . more than to any other Detroit station!
After 6 P.M. during May, reports ARB, there were
71 quarter-hours when more than 50% of Detroit's
television sets were in use.
In 45* or 63% of these 71 big-audience periods, WWJ-TV
had the largest audience of Detroit's three television
stations.
In the 9 months from September, 1953, through May,
1954, WWJ-TV drew the most viewers in 55.2% of the
total big-audience periods.
*3-station comparison of audience
leadership in 71 quarter-hours
WWJ-TV Station B Station C Station B
(46 ( 2 2) (4) plus C
periods) (26)
WWJ-TV's record means that when
Detroiters are most receptive to tele-
vision, WWJ-TV dominates more
of their time than do both other
Detroit stations combined.
Month after month, this dominance
continues.
In Detroit . . .
You Sell More
on channel
maw
NBC Television Network
DETROIT
Associate AM-FM Station WW)
FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS
• National Representatives: THE GEORGE P. HOLLINGBERY COMPANY
12 JULY 1954
151
t >1«\ ision has ool as yel bad anj im-
I m .1 lain i-Hi i i mi i 111 kiiI media plans,
ii is being given careful Btud) l>\ all
concerned with program and commer-
, ial production, .1- well as media plan-
ning. I Ixpei iiiiciii.il work i- being 1 ai •
1 ied t"i ward cm the program and com-
ial end, and proje* ted cost and
. overage anal} sis are being can ied
forward From the media end. Sin< e
man] concerned with the industry pre-
dict thai the advenl <>l color w ill not
substantial!) increase television pro-
duction and time costs, there is the
possibilit) thai other media may not
be t"" seriousl) affe led ex< epJ i"
1 1 1 « - extent thai advertisers invesl more
(■I their t < » t . 1 1 appropi iation in the me-
dium "I television itself. This lattei
possibilil\ seems < ] 1 1 i 1 1 ■ likelj in \ iew
of television's increasing stature a- a
national medium."
Time franchise
Q. Does the network tv advertis-
er have any rights to a time fran-
chise?
A. It seems to be generally agreed
thai the advertise] has no legal right
to a time franchise beyond the span
<d lii — Facilities contract. Facilities con-
tracts generally run IY>r a >car but, in
an) case, wouldn't run for longer than
two years since FCC regulations for-
bid the networks to sign affiliation con-
tracts for longer than that period.
Furthermore, 13-week mutual cancel-
lation contracts have been growing
more common on tv.
Q. Why, then, does the adver-
tiser talk about his franchise
rights?
A. The advertiser takes the point of
view thai ii he and bis agenc) invesl
time and mo nc \ to build up a show
and promote ii to the listener he should
lia\c- some mora] right to his time pe-
riod, lew advertisers will complain
il tin- network boot- out of the lineup
a poorl) rated program, but as one
agenc) executive told sponsor Last
Bpring (see "'What arc your 'rights'
to a time slot?" 5 \pril L954) : "To
lake awa\ a lime period i- a Serious
blow to an advertiser. I he w hole
meaning of the franchise concept i-
terriblj important to advertisers and
agencies who buj lime on radio and
i\." The importance, obviously, i-
greater in television where the crowd-
ed nighttime program lineup make- a
lime period extremelj valuable.
Q. What is the network attitude
toward the sponsor's time fran-
chise ideas?
A. All things being equal, all the net-
works like to keep customers happj
and let them bu\ whatever time they
are willing to pa\ for. However, the
networks will not admit that clients
even have a moral righl to a time fran-
chise. To admit tlii-—. the) feel, is the
same as saying advertisers have a legal
right. And the networks point out that
the responsibilities of their o&o's and
affiliates as publicly licensed broad-
caster- require them to control the pro-
graming that is broadcast over the
publicly owned broadcast spectrum.
In actual practice, network poli< \
differs, and it will not surprise anyone
to hear that there is some relationship,
though it is not always a simple one,
between the networks' time franchise
policy and the amount of business it
has. Du Mont publicly advertises the
fact that its clients' periods are safe.
One ad says: "Decide on the Network
that Protects Your Time. There's no
^r_
Business is Good
in ABILENE
Thanks to
KRBC-TV
costlier television experience than to
lose your investment in a program 01
time ... 01 both ... at your con-
tract's expiration. Hiis doesn't happen
t<> Du Mont sponsors ... it won't hap-
pen to you."
On the opposite Bide is NBC, where
President Pal Weaver has made it
clear that decisions on time and pr<>-
graming must be- made by the net-
work. In a recent restatement of that
poliC) before the 1 \ '- \\eu\er -aid. in
describing plans for the once-a-month
color spectaculars:
"'I elc\ i-ion i- too great and too pow-
erful to be shackled with chains of
custom and usage from radio. \\ e
musl Berve all segments and all inter-
ests in OUT population, and there must
be an over-all program control that
make- the rule- in the interest of pub-
lic service and all segment population
service. This is the business of the net-
works. II our service dwindle-. \<>u
will use less « » f it. or pa\ less for it.
That's the end ol your responsibility.
If we eater to the hea\ \ viewers with
a Hood of trivia, a- accused in some
(juarters. we cannot look to you, or to
the advertisers large or -mall, lor your
job- are rightl) defined b\ your in-
terest — the sale of goods and services
ot youi c lii-iil-. '
Tv unions
Represented nationally by
JOHN E. PEARSON TV Inc.
ABILENE
TEXAS
Q. How much have unions con-
tributed to the network tv pro-
duction cost increases during the
past year?
A. An average of 7 to T 1 ^'' wage
increases were obtained b\ the unions
that negotiated for new contracts dur-
ing the fall 1953 through spring 1"">1
period. This is considered a relatively
modest increase compared with wage
boosts obtained over the past four or
five year-.
Network labor negotiators attribute
the more moderate contracts of this
year to the following factors:
• The base pay in tv is alread\
verj high compared with wages for
comparable jobs in other types of
industry.
• The genera] softening of the de-
mand for labor in the I . S. economy
a- a whole during the pasl 12 months
had to make it-elf felt in tv to some
extent
• On a "demand what the freight
152
SPONSOR
what do FAMILIES in...
+
have in COMMON?
THEY ALL WATCH A MEREDITH
TV STATION!
Yes, Meredith* Stations in these four important markets provide television service
for hundreds of thousands of set owners. You can reach each of these large
markets most effectively, most economically on a Meredith* TV Station.
Meredith ^daMMaK Stations
KCMO-TV • KPHO-TV • WHEN-TV • WOW-TV
KANSAS CITY, MO. PHOENIX, ARIZ. SYRACUSE, N.Y. OMAHA, NEBR.
KCMO-TV. WHEN-TV & KPHO-TV represented by The Katz Agency. WOW-TV represented by Blair-TV, Inc.
Successful
Meredith Television Stations are Affiliated with
tv j . it -r% iuccesslul •
ith BetterHomes *»<* Farmin
and Gardens
12 JULY 1954
153
can bear" basis, union leaders have
be* i. in.- aware "I the dangei thai tv
might reach a point ol diminishing
returns i"i ~|><pii-<>i - il production
. "-i- kept rising at theii pre- L953 rate.
Q. What arc the provisions of the
most recently negotiated union
contracts?
A. Urn'- a summarj oi the latest
union contracts:
RTDG [Radio and li Directors
Guild I : I lii- < ontract, reti oa< live to
I \|u il L95 I. was i "ir luded in mid-
June between RTDG and the five net-
works. Generally, the contract repre-
sents a 7 1 -', increase, but here's bow
il breaks dow a :
1 . Directors recen e $180 instead <>f
8175 a week (that is '2.1\' < more).
2. Assistant directors in i\ gel
$132.50 in-tca<l of $120 a week (or
li'.i', re).
3. Local directors in radio receive
$100 instead of $90 a week (or 11',
more) .
I hi- contract affects directors, a d's,
floor managers at ABC, CBS and NBC.
directors and a/d's only at Du Mont
and radio directors al MBS.
IBLlt i International Brotherhood
d! Electrical Workers): The new con-
tract went into effect I Max IT>| be-
tween CBS and 1BI.W for technicians.
It represents an .'!'* increase in sala-
ries for technicians but no significant
change in working conditions.
\FM {American Federation of Mu-
sicians): On 1 February 1954 the
MM signed a five-year contract with
the networks. This contract provides
l"i a L095 increase in salaries of staff
musicians for three years and an ad-
ditional [0% increase during the sub-
sequent two years.
Since ihis contract applies only to
>tatT employees, it is estimated that
the over-all cost of music at the net-
work- will be affected l>\ le-s than a
.V , boost.
\en } or/, Wahe-l j> irtists {Local
798), Vea ) orL Wardrobe Mistresses
[Local 7<>1>. Graphic Irtists 1 Local
841) of I iTSE 1 International Alliance
of Theatrical Stage Employees) : These
contracts were negotiated in spring
1954 between the three locals and
\BC. CBS and NBC. Totally the)
represent an increase of 7' , or less.
Radio Grips [Local 782) of IATSE:
I In- 1 ontract pro\ ided f < »r a 7 1 •_>' <
increase in wages and affected \B(.
and \l!< .
< ontrai 1- thai are going I" be up
I'M renegotiation within the near fu-
ture include the follow ing :
////»' 1 1 Imerican Federation <>i
I elei ision am/ Radio irtists) : 1~>
Novembei 1954 with all the networks.
Stagehands I I. oral L) ,,\ IATSI
31 De eml ei L954 wi'h all netwoi ' 5.
Du Mont is ' urrentl) -till negotiat-
ing h iih I VI SE for it- ti-' lini' ians. It
i- the <miI\ network whose cameramen
and technicians are n e - bei - "I I \. In
New York the network negotiate- with
Local 794 Foi it- technicians 9 contract,
however, the contrail- with the locals
in Pittsburgh and Washington are -till
under negotiation.
Du Mont- entile organizational set-
up is different from that of \l!( '. and
NBC, where technician- are members
of NABET 'National Association of
Broadcast Employees and Technicians I
and CBS where they are members of
IBf.W 1 International Brotherhood of
Electrical Workers I .
\l Du Mont technicians break down
into four categories:
A. Transmitter technicians, equip-
ment maintenance men. transmission
technicians.
B. Camera operators, projectionists,
audio technicians, \ideo technician-.
sound effects men.
C. Microphone boom men and util-
il\ men.
I). Studio assistant (cable puller).
At the other three t\ networks floor
managers are member- of RTDG and
act the same wage rale as a/d's. \t
Du Mont, however, floor managers are
covered by IATSE and come from B
category of technician-.
A contract with T\\ \ (Television
\\ riters of America 1 has been under
negotiation with ABC. CBS and NIK
since early fall 1953. This contract
will cover freelance l\ writer- when it
goes into effect.
.Negotiations are also current!) go-
ing on between four networks and
RWG (Radio Writers Guild) both for
stall new- writers and staif continuity
writer-. The RWG • ontract for free-
lance radio writers, which expired 15
May, has been extended until 15
September.
N \l!l I' contracts will not be up foi
renegotiation until next January. How-
ever, \\\(. expects to have negotiations
with IATSE in Dei ember for stage-
hands 1 contracts.
Q. Are the affiliated stations
bound by the contracts negotiated
by the network labor relations
people?
A. No. Network laboi relations de-
partments handle all the negotiations
I'M the o&o stations only. I nion con-
tracts between the affiliates and their
local union- are entirel) independent*;
negotiated and signed b) the manage-
ment ol the affiliated station. In fact,
frequently technicians at an affiliate
do not belong to the -ame union as
technicians at the network.
Q. How is the cost trend in tv
production likely to be affected
by the union negotiations forth-
coming during the next year?
A. Iv costs seem to be leveling off.
I.al.oi negotiators al foui tv network-
agree that the demands during the past
year have been the nn.—t modest in
tv history. It is unlikel) that the) will
spiral within the near future as the)
had during tv's infancy.
ROUND-UP
[Continued from page 61 I
Brit'ily . . .
WBZ-WBZA, Boston, i- sending
timebuyers a 12-inch metal ruler in-
scribed with it- call letters. Accom-
panying the ruler is the following let-
ter: "There's no set rule — 12 in he-
make a foot, and 'a pint's a pound the
world around. From all indications,
and letters ol commendation from cli-
ent-. WBZ-WBZA is iiixinj; a good
measure of success to it- ( lients. . . ."
* • •
\fter just 18 week- on the air
WNEM-TV, Baj City, Mich., was
awarded first place in the nationwide
NBC-Crosle) Hit Parade promotion
contest, according to John H. Bone,
genera] manager. 1 he award was
made 1>\ BBDO in conjunction with
NBC and the \vco Mfg. Corp. for the
most outstanding promotion and mer-
chandising of all NBC TV stations.
* * «
K. 1 \\ . Philadelphia, is distributing
a new booklet on summer radio listen-
ing, titled "Even on vacation, families
in K'l \\ land never leave home." The
booklet points out that, according to
Vdvertest, ')1.1'< of families are at
154
SPONSOR
KOLN-TV
towers 1000 FEET above
LINCOLN-LAND
NEBRASKA'S OTHER BIG MARKET!
The map below shows Lincoln-Land — 34 double-cream
counties of Central and Southeastern Nebraska —
577,600 people with a buying income of #761,124,000
(#473,681,000 of which came from farming in 1952,
— over one-third of Nebraska's total farm income! ).
Actually, the KOLN-TV tower is 75 miles from
Omaha; Lincoln is 58 miles. With our 1000-foot
tower and 316,000 watts on Channel 10, effective June
1st, KOLN-TV will reach over 100,000 families who
arc unduplicated by any other station.
Ask Avery-Knodel all about KOLN-TV, in America's
EIGHTH farm state!
CHANNEL 10
316,000 WATTS
WKZO — KALAMAZOO
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WJEF — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN — LINCOLN. NEBRASKA
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD — PEORIA. ILLINOIS
• DUMONT
Avery-Knodel, Inc.
Exclusive National Representatives
12 JULY 1954
155
home in the Philadelphia area on an)
Bummei da) . < >l the less than 1 1 '
who are on vacation al an) one time,
54.6 ^i visited vacation -|n >i- in Penn-
sylvania and New Jersey, within
K^ \\ "> ( -overage area, sayg the station.
* * •
\\ innei (.1 K Ml \ . < rmaha's all-ex-
pense trip for two to Sun Vallej was
\li— Ruth Mensch, i > t ( lomer and Pol-
lard agency, Kansas City. The trip was
^^1
9
I-
f ■ I
V
awarded on the basis of a slogan con-
test conducted last March by the tv
station. \liove, Miss Mensch (left)
and Mi — Darlene Dewald enjoy a bi-
cycle ride at Sun Valley.
* * *
The first annual "Kitty Award,"
presented b) Manchester Hosiery Mills
to the year- outstanding new star was
given recentl) to May Wynn for her
performance in the movie Ccdne Mu-
tiny. The award was presented over
I)u Mont's Broadway to Hollywood
show by Claire Mann. WABD person-
ality
* * *
\\( r>l\. Memphis, sent out a press
release in the form of a news clipping
from the Memphis Press-Scimitar re-
i entry to announce that it will stress
Negro programing in the future. It
becomes Memphis' second radio sta-
tion directed primaril) at a Negro au-
dience. The station has been convert-
ed to operate under an entireh Negro
program -taff as a music-and-news
outlet, according to W. M. H. (Bill!
Smith, genera] manager of tlie Chick-
asaw Broadcasting < o.
* * *
Some 60,000 card-carr\ ing members
ii| the " estern Ledger Club were in-
vited t<> the first annual // estern Led-
ger Round-up b) \\ [TV, Bloomington,
recently. " estern Ledge) is an after-
noon kid-' show, on W I I \ [or the
past i"in years. Some 35,000 people
in !!. 000 cars Bhowed up at the out-
door event held .it McCormick'a State
Park. Sole charge was the regular
Indiana 12c park admission fee and
luc per car parking fee.
• * «
KEYD-TV, Minneapolis-St. Paul,
signed it- first sponsor the same day
the I ( !C granted its C.P. The sponsor:
Russell I.. Stotesbery, president of the
Marquette National Bank of Minne-
apolis. Representing klA I )-'l \ at the
contract signing was Lee Whiting. v.p.
and general manager of KETi I) and
KEYD-TV. The station is expected to
begin operating next Januai j .
* ■» -.>
This fall for the fifth consecutive
year \\ M< \. New York, will broad-
casl Notre Dame football game-. The
1954 schedule includes 11 games from
25 September to 4 December. All
games will be sponsored b) the New
York Ford Dealers Assn.
■ * *
Philip Morris has launched a new
merchandising campaign to tie in with
its / Love Lucy CBS TV show. It has
prepared a 40-page recipe and how-to-
do-it booklet and is offering the book-
let on it- t\ -how. \\ indow posters and
Send&r
'•(Ov _ s
""Hi<'
HOUSEHOLD HINTS
PARTY TIPS
GET YOUR
ORDER BLANK HERE
v
KING SIZE Of REOUIAR
point-of-sale material will also feature
the booklet. Other tie-ins include
i ounter-easels which hold the coupons
necessar) for customers to gel copies.
The booklet is now being distributed
in 12 test market-.
* * *
\\K\I>- new felevision-Radio ('en-
ter in West Hartford, Conn., was offi-
cially opened recently by Governor
John Lodge. More than 200 govern-
ment, business and civic organization
leaders as well as representatives of
major tv and radio networks attended
the ceremonies. The center comprises
Jii.OOO square feet of operating space.
* • •
\\ BT, Charlotte, has prepared a new
sales instrument in the -hape of a slide
rule. Called the "1954 Pulse of Char-
lotte.'" the -lide nil • i see abo\ e i - how -
the quarter-hour ratings and share-of
audience for each Charlotte radio sta-
tion on a seven-day average. Included
is a chart to convert V. BT ratings into
listening homes within the basic cover-
age area.
* • •
Half the super markets in the coun-
try and 60% of the top 1.000 food
product manufacturers are now using
radio regularly, according to R. David
Kimble, director of local promotion
for the BAB. Kimble pointed out that
radio is the only medium through
which it is economically feasible to
provide the "constant repetition of
sales messages necessar) to sell food
products in this era of multiple brands.
self-service shopping and robot retail-
91
ing.
* • •
\ detailed market study citing the
growth and changes in the Middle
Georgia market and coverage of this
47-COUnty area b\ \\ M \Z- 1 \ is now
being distributed to advertisers and
agencies 1>\ Vvery-KnodeL Titled
'" \bout the Middle Georgia Market —
and How the Media Picture Has
Changed," the report points out that
Macon, center of this trading area and
point of origin of the uhf station's
programing, i- farther from am other
large <it\ than New York is from Phil-
adelphia. W M \/- 1 \ - -hare of audi-
ence i- IV, sign-on to noon. <
during the afternoon and 57' '< at
night, according to the -tud\ .
156
SPONSOR
tt
TOPEKA
IS AMERICA'S TOP
SLEEPER MARKET
Here's a market that's just waiting to be exploited. Topeka ranks 14th
in the nation in Consumer Spendable Income* with $6,804 per house-
hold. That's 29.7% above the national average!
**
Consumer Markets — 1954
DOMINATED BY WIBW-TV
Topeka has only one television station — WIBW-TV. We blanket
America's No. 14 market and give you a good solid "plus" out-
side. By the time you read this, our new 1000 foot tower and full
87.1 KW power should be delivering over 100,000 homes . . .
without counting a single home in either Kansas City or St. Joseph.
CBS-DU MONT-ABC
Interconnected
The Kansas View Point
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
12 JULY 1954
157
YOU MIGHT CLEAR 15 7%"*-
IH I . . .
GRAND RAPIDS KALAMAZOO HOOPERS
January, 1954
Share-Of -Television -Audience
MON.-FRI.
7 a.m.-
12 noon
MON.-FRI.
12 noon-
5 p.m.
SUN. -SAT.
6 p.m.-
12 midnight
WKZO-TV
80%f
85%
62%
B
31 %f
15%
38%
^Adjusted to compensate for the fact that neither station
was on the air all hours.
NOTE: Sampling was distributed approximately 75% in
Grand Rapids area, 25% in Kalamazoo area.
V
'/
WKZO — KALAMAZOO
WKZO-TV — GRAND RAPIDSKALAMAZOO
WJEF — GRAND RAPIDS
WJEF.FM — GRAND RAPIDS-KALAMAZOO
KOLN — LINCOLN. NEBRASKA
KOLN. TV — LINCOLN. NEBRASKA
Auociated with
WMBD — PEORIA. ILLINOIS
YOU NEED WKZO-TV
TO GO OVER IN I
WESTERN MICHIGAN!
WKZO-TV, Channel 3, is the Official Basic CBS Television
Outlet for Kalamazoo-Crand Rapids — serves more than
406,922 television homes in 29 Western Michigan and
Northern Indiana counties. This is a far larger television
market than \ ou ? U find in and around many cities two and
three times as big!
January ? 54 Hoopers, left, credit WKZO-TV with 63.2',
more evening viewers than the next \\ estern Michigan sta-
tion — 158.1% more morning viewers-— 466.695 more after-
noon viewers!
(100,000 WATTS— CHANNEL 3)
WKZ0TV
OFFICIAL BASIC CBS FOR WESTERN MICHIGAN
Avery- Knodel, Inc., Exclusive National Representatives
'( (initials II armerdam ni the San Francisco Olympic Club set this world's record on Way 23, 1942,
158
SPONSOR
1954: u. s. tv in nearly two out of three homes
Here are some of the important questions you will find answered in the 9 pages of this report
(| a How many tv homes are there today (and what % is this of U.S.)? /*"?/*' i
|| a How many multiple-set tv homes are there? page -
i|. II hat are socio-economic differences between radio and tv homes? page 3
l|. How does tv viewing vary tvith the time of day? page 4
|| a Is tv affected by seasonal variations in vieiving? page 5
l|. U hat's the audience composition of tv at varying times? page •"»
l|. What's the cost-per-1,000 of network tv show types? page 7
|Ji What are some typical talent-production costs for network tv shows? page 8
12 JULY 1954 159
iwnensians o/ TVs audience
1. How many tv homes are there today (and what percent is this of the U.S.)?
SOURCE: NBC TV Research, I May 1948 and I May 1954
ft.'{% of the nation's honn's <*«ii be reached hu television
338,000
30,000,000 63%
1948
1954
For every one tv set in the U.S. in 1948 — just six years ago this
summer — there are 1,000 sets today. According to industry estimates
tv has accounted for more sales in the past four years than any
other basic appliance. Television has changed the pattern of Ameri-
can home life (more home entertainment; fewer outings to movies,
clubs) and has created a whole galaxy of star names, from Jackie
Gleason to Jack Webb. Figures above reflect tv growth in new
areas; some 8,000,000 homes in these areas were added to the
national video audience in the past year. Tv growth, now reaching
near-saturation in some areas (in cities with more than 500,000
homes some 85 f r have tv) is siowing, but is expected to spurt
again as colo- tv receivers (see chart page 120) are purchased.
2. How is tv distributed in the U.S. by key geographical areas?
SOURCE: A. C. Nielsen Co.. April 1954
All radio
homes (000),
including
those
having tv^
" of radio
homes
having tv
sets
NORTHEAST
12,345
EAST CENTRAL
8,014
WEST CENTRAL
9,145
SOUTH
11,110
PACIFIC
6,032
82.1 %
67.9%
57.9%
62.2%
43.8%
10,139
5,445
5,294
4,865
3,752
TV BASICS
pagi l
3. How are television homes distributed according to city size?
SOURCE: NBC TV study "Television's Daytime Profile"
HOMES IN CITIES WITH POPULATION OF
TOTAL
HOMES
TV
HOMES
NON-TV
HOMES
1,000,000 and over
13.4%
18.1%
7.2%
250,000-999,999
12.3%
15.7%
7.5%
50,000-249,999
11.8%
13.0%
10.1%
2,500-49,999
24.4%
22.7%
26.6%
Under 2,500
38.1%
30.5%
48.6%
Distribution of tv heavier
in major metropolises
The chart at left compares the proportion of
U.S. homes located in cities of varying pop-
ulation with the location of television sets.
There is a higher concentration of television
homes in the larger cities. While 1 3 r r of
the population is found in cities of 1,000,000
population and more, 18.1% of all tv homes
are found in cities of this size. In the small-
est U.S. communities, cities of under 2,500,
38.19c of the U.S. population resides. There,
however, are found only 30.5% of all U.S.
television homes.
All homes 100,0% 100,0% 100.0%
4. What percent of television homes are able to receive more than one station?
SOURCE: A. C. Nielsen Co., January I954
85% of U.S. tv homes receive
more than one television station
The chart at right was compiled by A. C. Nielsen Co.
for January 1954. Since more stations have come on the
air in the intervening months, the pattern has shifted even
more sharply toward a situation in which viewers have a
choice of television programs. While no single market
has more than seven channels specifically assigned to it,
2% of the population is shown here receiving nine to II
stations. This is accounted for by sets located between
major centers which are able to receive signals from sev*
eral markets. The majority of sets, however, are those
served by three or fewer stations; 55% are able to re-
ceive one to three television stations.
NUMBER OF PERCENTOF
STATIONS RECEIVED TOTAL TV HOMES
1 15%
2 12%
3 28%
4 13%
5-6 6%
7-8 24%
9-11 2%
100%
5. Is a trend toward multiple-set tv homes developing?
SOURCE: See below
NEW YORK
9% have two or more sets
Study by Advertest Research in New
York metropolitan area showed over
9% of homes had two or more
television sets in working condition as
of month of survey in May 1954.
Arizona State College study for k
Phoenix stations (KPHO-TV, KOOL- ~
KOY-TV, KTYL-TV) showed 3.3% of
homes in Greater Phoenix area have
over one television set, January 1954
PHOENIX
3.3% have tivo or more sets
t y u g c- \ p
\ 1 H i l>
page
6. How do tv and radio families compare on a socio-economic basis?
SOURCE: A. C. Nielsen Co., January 1954
COUNTY
TERRITORY
SIZE
AGE OF OLDEST
CHILD
RADIO
RADIO
RADIO
FAMILY SIZE
HIGHEST
EDUCATION
OCCUPATION
(head of house)
AGE OF
HOUSEWIFE
Q|.
Bl Grimm
45
42
J-4
53
50
31
High
School
32
None
15 16 —I 1
■ B "
39
36
3554
_■» Retired & I
D ■ B B "
TV
RADIO
TV
RADIO
RADIO
TV
RADIO
flaps Ix'iicccii tv (did radio futitllU's narrow as tv grows throughout the V.S.
A few seasons ago, when tv sets still cost $400 and up, the tv home
was far more likely to be an upper-middle class (or higher) family.
Today, with set prices having tumbled, and tv having spread into
almost two out of every three U.S. homes, the gaps between tv
homes and radio homes are growing smaller. In other words, when
you talk of tv homes in metropolitan areas you are in effect talking
about radio homes, and you are comparing tv with itself.
However, there are still some important socio-economic differences
worth noting in planning fall 1954 advertising:
LOCATION DIFFERENCES: You still can't blanket the country
with tv, no matter how you try. Radio is distributed almost evenly
in all counties and major territories; tv is concentrated more in the
most-populated counties (since these make up metropolitan markets)
and in the populous East and Midwest.
FAMILY DIFFERENCES: In the general paltern of comparison be-
tween tv homes and radio homes there are slightly more large
families (on a percentage basis; not in numbers) in the tv group.
That's because tv was bought first by families with kids, later by
one and two-person families, as tv grew.
OCCUPATION DIFFERENCES: As tv grew, and moved downward
in the penetration of the U.S. market from white-collar, middle-
income families, the occupational gaps have narrowed. An ex-
amination of the chart above will show that the differences in occu-
pation (which have a close relationship with income and education)
are not very startling between tv and radio homes. Latest growths
have been in homes of manual workers.
TV BASICS
pagt 3
WORLD'S TALLEST
MAN-MADE STRUCTURE!
KWTV
OKLAHOMA'S NO. 1 TV STATION!
NO. 1 IN HEIGHT— 1572-foot tower, tallest in the world!
NO. 1 IN POWER— 316,000 watts!
NO. 1 IN COVERAGE— will bring viewing to Oklahoma
areas never before served by television!
The first 35 feet of KWTV's massive tower (at left) swings into place.
This section weighs 64,000 pounds. In the other picture workmen
set the solid steel cap on a cluster of 21 porcelain insulators. The
insulators are four inches in diameter.
NOW is the time to start your (sales) building with KWTV. Ask us
for the complete story!
~*€& tf^ OKLAHOMA CITY;
AFFILIATED MANAGEMENT K0MA CBS • REPRESENTED BY AVERY-KNODEL, INC.
12 JULY 1954
163
it Tvh>risii>n vi<>tviny habits
1. How does tv viewing vary according to time of day?
SOURCE: A. C. Nielsen Co., March 1954
Total U.S. homes using tv by hours of day
1954
Homes reached (000)
18,320
17.795
16.194
14.343
14.591 1
13.148
11,028
10.543
4,849 ^■■1— | 5,029
4.375 M.5 10
E3 - ■
757
,981
1,534 1782
6A.M. 8 9 10 11 12 1P.M. 2 3 4 5 6 7 8 9 10 11 12
2. How does amount of time tv homes spend with radio and tv compare?
SOURCE: A. C. Nielsen <
3o., 1953 and 1954 (Aprii 1953-March 1954)
5.77
Time
. —
nd with tv and radio
tv homes spe
5.19
5.35
5.20
5.03
TV HOURS
PER DAY,
4.88
4.72
4.20
APR '53 TO
4.22
3.77
3.82
MAR. '54
3.67
1.66
1.84
1.75
1.79
1.81
1.94
radio hours
1.76 1
1.74
1.72
PER DAY.
APR. '53 TO
MAR. '54
1.55
IS
1.46 1.48
APRIL MAY JUNE JULY AUG.
1953
In hours and minutei.
SEPT. OCT. NOV.
DEC. JAN. FEB.
1954
MAR
IY BASICS p*9* >
playing the
percentages
pays off in
Harrisbnrg
WTPA
MARKET: Harrisburg is the leading "Qualitv Mar-
ket" of Pennsylvania .... first in per capita sales, sec-
ond in per capita income, third in drug sales, fourth in
automotive and total retail sales.
RATINGS: 80% of the highest rated night time
shows are on WTPA .... 60% of the top daytime shows
are seen on WTPA. A full time program schedule builds
ratings for shows, sales for advertisers.
CIRCULATION: In May 1953, only 37% of the
homes in Harrisburg could receive television .... in
April 1954, 66% of all homes have television receivers,
with 94% conversion to receive local stations.
COLOR: 100% converted to network color since
early in 1954, WTPA was the first station in Central
Pennsylvania to transmit color By December
1954, local color film and slide equipment will be in-
stalled.
PROMOTION: Every program is exploited to the
fullest by all promotional media .... air announce-
ments .... in daily newspaper advertising .... taxi
cards .... billboards and direct mail.
represented by
Headley-Reed TV
TELEVISION, HARRISBURG, PA.
12 JULY 1954
165
3. How does tv audience composition vary with the time of day?
SOURCE: American Research Bjreau, March 1954
Audience composition, vien-ers-per-set: use them together
MONDAY-FRIDAY
MEN
WOMEN
KIDS 'UNDER 16)
VIEWERS-PER-SET
6-9 AM
...29%...
...45%..
...26%..-
22
L.L
9-N00N
9%
....57%..
...34%...
1.8
N00N-3PM
...15%...
....52%...
...33%...
1.8
3-6 PM
...14%...
....33%...
....53%....
22
6 PM-MID. SUN. THRU
SAT. (entire week)
..33%...
...41%...
....26%...
.2.7 |
Chart above, prepared especially for SPONSOR by American Re-
search Bureau, is based on a socio-economic cross-section of U.S.
viewers, not just a random sample. It reflects viewing in urban and
rural areas in every U.S. county within 150 miles of a tv signal, thus
has great significance for tv-minded agencies and advertisers. ARB's
James W. Seiler, director, gives this warning however: "It's impor-
tant to realize that audience composition must be used in conjunction
with viewers per set. There is a higher percentage of women in the
daytime audience, for instance, but with a higher viewers-per-set at
night that means more women per- 1 ,000-viewing-homes at night."
4. What is the seasonal variation in television viewing in all U.S. radi
Nighttime (6 p.m. to midnight)
% homes using TV Daytime (9 a.m. to 6 p.m.)
60
50
40
30
20
10
APR. MAY JUN. JUL. AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN. JUL. AUG.
1952
TV BASICS pw -
5. What types of shows were most popular this past season (53-54) ?
SOURCE: American Research Bureau monthly average ratings, Oct. '53 to May '54
HANK PROGRAM NETWORK SHOW TYPE SPONSOR
SEASON RATING
1. 1 Love Lucy
CBS .
. . .Situation comedy
. . .Philip Morris 63.1
2. Dragnet
NBC .
. . Detective drama .
. . .Liggett & Myers 61.0
3. You Bet Your Life
NBC .
. . . Quiz-comedy
. . Chrysler Corp., DeSoto Div. 53.6
4. Talent Scouts
CBS
. .Talent search
. T, J, Lipton 47.9
5. Jackie Gleason
CBS .
. Comedy-variety
. . Nestle Co,, Schaeffer Pen; Schick 46.4
6. Milton Berle
NBC .
. Comedy-variety
. . .Buick Motor Co. 44.7
7. Life of Riley
NBC .
. Situation comedy
...Gulf Oil Co, 43.1
8. Godfrey and Friends . .
..CBS .
..Variety-music
Toni ; Frigidaire, CBS Colu'bia ; Pillsbury . 42.9
9. Our Miss Brooks
CBS
. .Situation comedy
. . .General Foods 40.7
10. Toast of the Town CBS ... .Variety-music Lincoln-Mercury Dealers
40.2
The "top 10" figures above are for the entire 1953-54 tv season.
The show type which appears most often is situation comedy with
three of the top 10 shows falling in this category: "I Love Lucy,"
"Life of Riley" and "Our Miss Brooks." Show types with two entries
each on the list were: comedy-variety and variety-music. Comedy-
variety is used to designate the kind of program built around a
comedian with his supporting acts. Variety-music is a less precise
term since it ranges from "Godfrey and Friends" to "Toast of the
Town." Of the 10 shows three are on film: "Lucy," "Dragnet,"
"Riley." ARB's top 10 for '52-53: "Lucy," "Talent Scouts," "You
Bet Your Life," "Godfrey and Friends," "Dragnet," "Comedy Hour,"
"Star Theatre," "What's My Line," "Show of Shows," "Miss Brooks."
>res (April 1951-April 1954)?
SOURCE: A. C. Nielsen Co. (Nielsen Television Index 1951-1954)
Daytime (9 a.m. to 6 p.m.)
Nighttime (6 p.m. to midnight)
% homes using TV
60
*> #
*m m
\+**
'***!
I HI ■
**-
-*
*■•
,♦*'
-.
...
*N
•
% *
N
♦*
*<
^
>♦•
w^
™ m
\
^.,
,••'
>♦♦
,
50
40
30
20
10
J
r . NOV. DEC. JAN. FEB. MAR. APR. MAY JUN. JUL AUG. SEPT. OCT. NOV. DEC. JAN. FEB. MAR. APR.
1953 "54
TV BASICS W *
• •
### Cost of U'lovisioii advertising
1. What's the cost-per-1,000 homes of network tv programs by types?
SOURCE: A. C. Nielsen Co.
Evening once-a-tceelt half-hour slum- eomnarisonj (two weeks ended i:t February 1 954 J
MYSTERY DRAMA
$7.78 (24.5 RATING)
TALENT VARIETY
$8.44 (23.7 RATING)
SITUATION COMEDY
$8.78 (28.8 RATING)
VARIETY MUSIC
$9.03 (27.0 RATING)
GENERAL DRAMA
$9.26 (26.1 RATING)
GENERAL VARIETY
$9.38 (26.0 RATING)
OUIZ & AUD. PARTIC.
$10.33 (19.1 RATING)
OUARTER-HR. SHOWS
$6.96 (14.2 RATING)
ONE-HOUR SHOWS
$10.96 (37.1 RATING)
2. How much will color tv add to the cost of live b&w tv shows?
SOURCE: J. L. Van Volkenburg, president, CBS TV, speech at 4A's meeting, April 1954
B&W SHOW, CIRCA 1958 (NIGHT V 2 HOUR)
NO. STATIONS
TIME. CABLE COSTS
TALENT. PRODUCTION
COST-PERM
A 100
$58,000
$25,000
$2.31
COLOR SHOW*, CIRCA 1958 (NIGHT y 2 HOUR)
NO. STATIONS
TIME. CABLE COSTS
100
$60,000
TALENT. PRODUCTION!
$31,000
on rtfulu i ren tlnclu
TV BASICS
page 7
COST-PERM
$2.54
In Youngstown, Ohio-the 32nd U.S. Marker-it's WKBN-TV...
...in network and
programs
...in local live
j programs
in a major TV market!
138,218 TV households — almost a half
million viewers — now receiving Channel 27
(Based on the May 15-21, 1954 ARB)
Of the two Youngstown stations, WKBN-TV
network and film programs are favorites.
WKBN-TV has 4 of the first 5 ... 8 of the
first 10 ... 12 of the first 15 ... and 20 of
the 28 programs rated 19.0 o r better!
WKBN-TV local live programs capture the
first 9 positions . . . and take 9 of the first 10
ratings'
Program
1. Polka Party
2. Rucker's Rumpus Room
3. Grizzly Pete
4. Tip Top Clubhouse
5. Local Edition News
6. Rambling Reporter
7. News, 6:30 p.m.
8. This Week at Home
9. Sports-Weather
10. Kitchen Korner
(Source: ARB
Station
WKBN-TV
ARB Ratinq
16.3
WKBN-TV
WKBN-TV
WKBN-TV
WKBN-TV
WKBN-TV
WKBN-TV
WKBN-TV
WKBN-TV
Station B
May 15-21, 1954)
'Source: 1954 SRDS Consumer Markets
WKBN-TV Channel 27
YOUNGSTOWN, OHIO
FULLY EQUIPPED FOR NETWORK COLOR-CASTING
Program
1 • I Love Lucy
2 Jackie Gleason
3 - Hit Parade
4. Godfrey & Friends
5. Red Buttons
6. Dragnet
7. Strike It Ri C h
8. Racket Squad
9 Our Miss Brooks
0. Toast of the Town
'• I've Got A Secret
2 - This Is Your Life
3. Beat The Clock
4 - Four Star Playhouse
5. TV Hour
5- Milton Berle
7 ■ Martha Raye
1. Meet Millie
'• Comedy Hour
• TV Playhouse
• Two For The Money
■ My Friend Irma
Place The Face
Studio One
Make Room For Daddy
Playhouse of Stars
Big Story
Dollar A Second
Station ARB Rating
WKBN-TV 44.3
WKBN-TV 36.1
Station B 316
WKBN-TV 30.5
WKBN-TV 27.6
Station B 27.0
WKBN-TV 26.5
WKBN-TV 25.9
WKBN-TV 25.6
WKBN-TV 25.3
WKBN-TV 23.8
Station B 23 8
WKBN-TV 23.5
WKBN-TV 22.7
WKBN-TV 22.5
Station B 22.5
Station B 217
WKBN-TV 21.6
Station B 2l.d
Station B 21.6
WKBN-TV 20.5
WKBN-TV 20.5
WKBN-TV 20.0
WKBN-TV 19.7
WKBN-TV )9.5
WKBN-TV 19.5
Station B | 9 5
WKBN-TV 19
.(Source: ARB — May 15-19, 1954)
^Presented N aflo „ a „ y by Pau( „ ^^
CBS • DUMONT • ABC
Co.
12 JULY 1954
169
3. What are some typical taient-production costs for network tv shows? t
SOURCE: Network Tv Comparagraph which appears in alternate issues of SPONSOR. These ■■ ■. E3-54 season prices
MYSTERY-CRIME-DRAMA II/DIEJVCE PARTIC. & l»l\M.
THE WEB $11,000
ROCKY KING $9,800
PLAINCLOTHESMAN $8,000
MAN BEHIND THE BADGE $14,000
MARTIN KANE $14,000
SUSPENSE $13,500
DANGER $10,000
MAN AGAINST CRIME (film) $26,000
BIG TOWN (film) $21,000
JUSTICE $17,500
DRAGNET (film) $25,000
MARK SABER (film) $9,000
SITUATION COMEDY
I LOVE LUCY (film) $35,000
MR. PEEPERS $19,000
BURNS & ALLEN (film) $25,000
MEET MILLIE (film) $20,000
I MARRIED JOAN (film) $23,000
MY LITTLE MARGIE (film) $22,500
MAMA $22,500
MY FRIEND IRMA $28,000
OUR MISS BROOKS (film) $26,000
THE GOLDBERGS $18,500
GENERAL DRAMA
GOODYEAR PLAYHOUSE) t „ nnn
PHILC0 PLAYHOUSE ) * dZ,uuu
ROBERT MONTGOMERY $35,000
FIRESIDE THEATRE (film) $20,000
KRAFT THEATRE $20,000
FORD THEATRE $23,000
LUX VIDEO THEATRE $20,000
SCHLITZ PLAYHOUSE (film) $26,000
YOU ARE THERE $20,500
Indil ateil.
WHAT'S MY LINE? $9,500
I'VE GOT A SECRET $8,000
THE NAME'S THE SAME $7,500
PLACE THE FACE $11,000
DR. I. Q $4,000
BREAK THE BANK $12,500
TWO FOR 1HE MONEY $12,000
STRIKE IT RICH $8,500
NAME THAT TUNE $12,000
DOWN YOU GO $6,000
DOLLAR A SECOND $10500
VARIETY-COMEDY
SAT. NIGHT REVUE (per 30 min.) $15,000
TOAST OF THE TOWN $30,000
GODFREY'S FRIENDS $45,000
JACKIE GLEASON (total hour) $72,000
COLGATE COMEDY HOUR $70,000
DAVE GARROWAY SHOW $25,000
SERIAL DRAMA
LOVE OF LIFE $8,500
SEARCH FOR TOMORROW $8,500
GUIDING LIGHT $10,000
HAWKINS FALLS (per i/ 4 hour) $3,500
SECRET STORM $10,000
Jl \ EMLE SHOW S
DING DONG SCHOOL (per 30 min,) $1,160
HOWDY DOODY (per 15 min,) $1,600
SPACE PATROL $6,500
SKY KING (film) $19,000
\OTE: Prices for many film slums are not
actual cost of production, but represent the av-
erage cttst per show over the full season, includ-
ing both originals and reruns. Resulting price
per show may be only r>()-7(r°? c of real produc-
tion cost.
REPRINTS OF TV RASICS are available on request. Special price for (/ttnnfift; orders
TV BASICS
l /i 1 1) i 8
Vice President, Walter Hagwm^Solf, Division
of Wilson Sporting Goods Company, says:
"To me, the most significant characteristic
of the Grand Rapids area — is growth.
That characteristic was evident when we
established our business here in 1939.
It is just as evident today in every economic
direction. WOOD-TV is the natural
outcome of this sound, area development . . .
and will be a potent factor in its
continuance."
WOODIand-TV is big territory!
In growth — Walter Hagen Golf is a typical
Grand Rapids industry. Production has in-
creased to approximately half a million clubs
a year. In golf — it's unique. Walter Hagen
equipment is sold only by golf professionals.
It's made by golfers, too! But that's not sur-
prising in WOODland-TV ... an area famous
for fine courses.
In summer, WOODlanders share the fairways
with millions of tourists — who spend an
*U.S. Department of Commerce
estimated $200,000,000* in Western Michi-
gan annually. Retail sales skyrocket — in
the primary Grand Rapids area; in Muske-
gon, Battle Creek, Lansing and Kalamazoo.
And this rich market is all yours, with
WOOD-TV — first station in the country to
deliver 316.000 watts from a tower 1000'
above average terrain. For top coverage of
Western Michigan — select WOOD -TV —
Grand Rapids' only television station!
I
WOOD-TV Oi
GRAND RAPIDS, MICHIGAN
GRANDWOOD BROADCASTING COMPANY • NBC. BASIC; ABC. CBS. DuMONT. SUPPLEMENTARY • ASSOCIATED WITH WFBM-AM AND
TV, INDIANAPOLIS. IND. • WFDF. FLINT. MICH.. WEOA. EVANSVILLE. IND. • WOOD-AM. WOOD-TV. REPRESENTED BY Y
12 JULY 1954
171
iV Television's bit lings
1. How much money (gross) has been invested in net tv {'49-54)?
SOURCE: Publishers Information Bureau
NETWORK
1949
1950
1951
1 952
I953
I954
First 4 Months
$1,391,991
$6,628,662
TT8;585791T
$18,353,003
$21,110,680
$10,478,129
$3,446,893
$13,011,831
$42,470,844
$69,058,548
$97,466,809
$42,980,081
$955,525
(No report)
$7,761,506
$10,140,656
$12,374,360
$4,827,665
$6,500,104
$21,185,692
$59,171,452
$83,242,573
$96,633,807
$41,642,160
YEARLY TOTALS
19J9J $12,294,513
'ISSOl $40,826,185
19S1] $127,989,713
I952] $180,794,780
1953 $227,585,656
2. How much money have advertisers spent for spot tv time ('49-'54)?
SOURCES: Federal Communications Commission; SPONSOR estimates
100
^ «^ 7 b\ %:
-x-
1949 — $7,775,013 1950 — $25,034,000 1951 — $59,733,000 1952 — $80,235,000 1953 — $100,000,000
Dollar flgurci show national spot revenues of stations AFTER tnde discounts of fre- 'SPONSOn estimate based on television Industry si ast«.
quenry and dollar volume; Bl PORE mmlsslons to reps, agencies, brokers.
TV BASICS page 9
SEARCHING?
This is WAVE-TV's coverage
area, based on engineering
studies and mail response.
KENTUCKY
If you're searching for the biggest TV AUDIENCE
in Kentucky and Southern Indiana —
ASK YOUR REGIONAL DISTRIBUTORS!
Go ahead!— telephone your distributor in Louisville-
then in Evansville (101 air miles) —
then in Lexington (78 air miles
Ask each "What TV stations do your neighbors prefer?"
The calls will cost you a few dollars, but may save you many!
WAVE-TV
CHANNEL
3
LOUISVILLE
FIRST IN KENTUCKY
Affiliated with NBC, ABC, DUMONT
NBC SPOT SALES, Exclusive National Representatives
12 JULY 1954
173
Want to Build Your Own Radio Network?
Trouble with wired network advertising sometimes
is that it covers you where you don't need it and
leaves you bare where you could use a blanket. Us
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We'll take your list and furnish a network that
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Call us, write us, wire us. We'll help you build your
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• WRITE, WIRE OR PHONE
CH I CAGQ
111 West Washington St.
STite 2 6303
LOS ANGELES
1330 Wilshne Blvd.
Dunkirk 3-2910
NEW YORK
b?,0 Filth Avenue
Pl«» 7-1460
SAN FRANCISCO
57 Post Street
SUtler 1-7440
INTAKE YOUR CHOICE
A handful of stations or the network . . .
a minute or a full hour . . . it's up to
you, your needs.
P^MORt FOR YOUR DOLLAR
No premium cost for individualized pro-
gramming. Network coverage for less
than "spot" cost for same stations.
k^ONt ORDER DOES THE JOB
All bookkeeping and details ore done
by KEYSTONE, yet the best time and
ploce are chosen for you.
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COMPLETE MARKET INFORMATION AND RATES
E
DCDU:
THE VOICE
Reyslone
BROADCASTING SYSTEM, inc.
OF HOMETOWN AND RURAL AMERICA
174
SPONSOR
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RADIO COMPARAGRAPH OF NETWORK PROGRAMS
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FRIDAY I SATURDA
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consistent, chain-wide
WPEN-PENN FRUIT Co.
merchandising plan. Bond Bread has
renewed for a third cycle;
Brock's Frozen French Fries for a
second cycle, as has La Rosa
Spaghetti Products and
Wilson's Ideal Dog Food . . . and now,
also, Endust, Mrs. Schlorer's
Mayonnaise and Mission
THE
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PAT JACK
SHOW
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THE PERSONALITIES STATION
WPEN
Represented nationally by Gill-Pern a, Inc.
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1 and explanations to help u<>" use thlw chart Sponsor* fi*red alphabeftVnllu with agency and time on air
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On the Washington scene..
Her
column
tops
'email!
You might not think it, to look at slim,
diminutive Elinor Lee . . . but she's one of
Washington's best-known, most influen-
tial women. For one thing, she's food
editor-columnist of Washington's largest
newspaper, The Washington Post and
Times Herald. For another, she's the dean
of women broadcasters in the capital,
with an award-studded record of more
than 25 years as a dietician, homemaker
and consumer service expert. (One of her
WTOP shows was sponsored by Potomac
Electric Power Co. for 11 years!)
But what's most important . . . her daily
column of the air, "At Home with Elinor
Lee," is (by a wide margin) Washington's
highest-rated women's program, month
after month, year after year!
If Washington women interest you (and
remember that we have the highest
major-market family income in the na-
tion here), reach them with Washing-
ton's most interesting woman, WTOP
Radio's Elinor Lee.
WTOP RADIO
Represented by CBS Radio Spot Sales
^^■^•^•5fe-sfe-Sfe*5fe^
Each frame — each scene in the print must be perfectly matched to assure an out-
standing film production. Leading producers, directors and cameramen know that Precision
processing guarantees that individual attention.
Skilled hands and exclusive Maurer-de signed equipment are teamed to bring these perfect
results to each Precision print. Even more important, continuing research constantly
improves techniques that are already accepted as unequalled in the field.
In everything there is one best . . . in film processing, it's Precision.
P\R\E
ION
FILM LABORATORIES, |NC
21 WEST A6TH STREET. NEW YORK 36, N.Y
A division of J. A. Maurer, Inc.
182
SPONSOR
FILM REPRESENTS OVER HALF OF LOCAL PROGRAMING
Here are some of the important questions you will find answered in the six pages of this report
Q What percent of all local programing is on film? page I
II What type of film do stations use? page 2
II If on- much nighttime network programing is on film? page 2
Q How big an audience can reruns of film shows get? page 3
II How many episodes in a season's film cycle are missed? page 4
II What do station men thinh of reruns? page 4
Q How much time is left for film outside networh hours? page 5
11 \\ hat should you look out for in huying film? page G
12 JULY 1954 183
M The extent film is used in television
1. What percent of total programing hours of tv stations is on film?
SOURCE: Questions 1-4 on these pages are answered by charts adapted from NARTB 1954 report on film. NARTB surveyed 120 tv stations
operating before 15 May 1953 in markets of varying size. Week surveyed was 7-13 June 1953: 60 stations replied.
, LOCAL- , ALL ,
STAT.ONS REPLY. NG TO QUESTIONNAIRE * R L J* E *£!"" "aWAlT " "Z*. " K
GrOlip 1 - stations in markets up to 50,000 fi families) 18.1% , , 45. 9 f ( . . .64.0%. . .36.0%
GrOUp 2 (9 stations in markets o i.OOO U families) 22,4%. . .23.4%. . .45.8%. . .54.2%
GrOUp 3 (28 stations in markets o) 150-500,000 t\ families) 21.0% . . .25.3%. . .46.3%'. . .53.7%
GrOUp 4 (6 stations in markets o) 500, L.000, tv families) . . .22.6%. . 32.3/ { . .54.7%. . .45.3%
GrOUp 5 9 ttations n markets of L,000,000 or mort tv families) . . .31.9%. . .40.4%. . .71.8%'. . .28.2%
Many admen have wondered just how much time tv stations devote kets have almost the same percentage of film programing as sta-
to local-level film programing of all types. The answer is contained tions in the smallest tv cities, due usually to the fact that they
in the NARTB-compiled chart above; it may be a surprise to many. go on the air earlier and stay on later. "Film" programs above
All stations do more film programing percentagewise than live, re- include syndicated program series, feature movies and Westerns,
gardless of market size. Oddly enough, stations in the largest mar- short subjects, newsreels, "free" tv films
i mm .in- i't total programing ha
2. How many hours of local programing by tv stations are on film ?
SOURCE: See question I.
STATIONS REPLYING
LIVE LOCAL
HRS.
TOTAL
FILM HRS.
Group 1 stations 10.37 26.54
Group 2 stations 21.43 22.39
Group 3 stations 23.20 28.03
Group 4 stations 24.01 34.02
Group 5 stations 32.50 42.20
Wore "program" hours m<>au more "film" hours
As chart at ieft shows, the bigger the market the mere hours per
week stations are on the air. Bu* even though the largest tv outlets
in the largest markets air more than twice as many program hours
as the smallest outlets, film shows continue to play an important role,
exceeding live programs in number of hours in every case. Thus,
local film programing is ahead on two counts: ( I ) the percentage of
local time that is devoted to film; (2) the number of local filn
hours as compared with rhe number of local live hours.
3. What percent of all local programing does film represent?
SOURCE: See question I.
STATIONS IN
Group 1
72%>
STATIONS IN
Group 2
70
5V
STATIONS IN
Group 3
%>
54^-
STATIONS IN
Group 4
59
< .
STATIONS IN
Group 5
56
< '
This chart again shows that stations find film a low-cost, profitable form
of local programing. Stations in every size markets use film for
better than half of their local programing. Stations with the smallest
coverage area rely on film more than any other size station,
programing an average of 72% of all local origin telecasts with
film. Next heaviest film users on a percentage basis are stations
in markets of 500.000 to a million tv families. These stations
use film for 59% of their entire local programing hours.
BASICS /'";/' i
The color camera can pick up the slightest change in
an actress' complexion. But unless the radio relay and coaxial
cable routes that carry this picture are specially equipped,
her blush would never reach the nation's screens.
It is a big job to install new equipment, necessary for
color transmission, along thousands of channel miles in the Bell
System network. Personnel must also be trained in the
new techniques of transmitting color signals.
But the work is well under way, with facilities now serving
an increasing number of cities with color television.
The Bell System will keep pace with the industry's needs for
color television networks.
BELL TELEPHONE SYSTEM
PROVIDING TRANSMISSION CHANNELS FOR INTERCITY RADIO AND TELEVISION TODAY AND TOMORROW
Bell System technicians testing transmission of the
color signal over radio relay facilities.
12 JULY 1954
185
4. What type of film do stations use (by weekly hours and percent)?
SOURCE: See question I.
FEATURE FILM H RS.
SYNDICATED FILM H RS.
SHORT SUBJECT
FILM HRS.
FILM SHOT
BY STATION
FREE FILM
Group 1 stations 12.04(44,8%)
9.41 (36%)
1.55(7%)
.08 ( .7%)
3.07(11.5%)
Group 2 stations 9.26(41.7%)
8.33 (37.7%)
1.33(6.8%)
.55 (2.6%)
2.32(11.2%)
Group 3 stations 12.57(46.3%)
10.53(38.8%)
1.50(6.5%)
.11 ( .6%)
2.12 ( 7.8%)
Group 4 stations 21.27(63.1%)
6.40(19.6%)
3.10(9.3%)
.29(1.4%)
2.16(6.6%)
Group 5 stations 29.03 (68.5%)
7.30 (17.7%)
3.58 (9.4%)
.26(1.1%)
1.23(3.3%)
5. How much nighttime network programing is on film?
SOURCE: SPONSOR'S Comparagraph of Network Tv Programs for May I954
LIVE HOURS
NETWORK WEEKLY
ABC 17'/ 2
CBS 221/2
DTN 15'/ 4
NBC 19'/ 4
* Does not include shows which are partially film.
FILM HOURS'
WEEKLY
TOTAL HOURS
LIVE & FILM
°. FILM IS OF
TOTAL
7/2
25
30%
4
26'/ 2
15%
IB/4
0%
5%
25
23%
■
6. How many nighttime half-hour shows are on film?
SOURCE: SPONSOR'S Comparagraph of Network Tv Programs for May 1954
TOTAL NO. ',-HOUR NO. ON
NETWORK SHOWS WEEKLY FILM"
% ON
FILM
ABC
CBS
DTN
NBC
30
36
18
13
15
8
11
* Does not include shows which are partially film.
50%
22%
0%
31%
26% of iiif/ftf half -hour shows are film
A comparison between the proportion of half-hour shows on
film and total nighttime programing on film shows the strong
trend on networks to half-hour film shows. Live night-
time variety shows and hour dramas lower the percentage of
film programing in total nighttime network programing.
ABC's ratio of film to live among half-hour shows is 50%
film; of total nighttime programing, 30% film. CBS has 22%
of half-hour nighttime shows on film, 15% of all programing;
NBC has 31% of half-hour nighttime shows on film, or
23% of total nighttime programing. Du Mont is the only
network that programs live onlv.
FILM BASICS ! pagi 2
C3CHHH
.©:
47,000 WATTS E.R.P.
NETWORK AFFILIATIONS ^j^ ' ABC
SERVING THE ROCKFORD-MADISON
AREA
ROCKFOR D.ILLINOIS
CONSULT H-R TELEVISION, INC
NATIONAL REPRESENTATIVES
12 JULY 1954
187
MM Reruns of film programs
1. How big an audience can reruns of film shows get?
SOURCE: A. C. Nielsen Co. Analysis of Repeat Films, December 1953; done for ABC, CBS, NBC film divisions.
Summer ratings of film reruns higher than shows run for first iinu- in summer
SHOWS WHICH HAVE FILM RERUNS CONTROL CROUP WITH NO RERUNS foi comparison)
WINTER: Ratings for orig-
inal Mill I . t' I i I 1 1 1 s 1 1 1 i \\ B
SUMMER: Ratings
Mills Of s.'IMlr BllOWfl
High Show:
46.7
High Show:
40.9
Low Show:
12.9
Low Show:
14.6
AVERAGE ALL:
33.9
AVERACE ALL:
28.0
AVERACE DECLINE:
5.9 rating points
WINTER: Ratings foi eon
1 1 ul group hi shows
SUMMER: Ratings replace-
ment shows run tirst time-
High Show:
56.6
High Show:
39.4
Low Show:
13.3
Low Show:
12.0
AVERACE ALL:
31.6
AVERACE ALL:
24.0
AVERACE DECLINE:
7.6 rating points
.Share of audience film reruns higher than shows run for tirst time in summer
SHOWS WHICH HAVE FILM RERUNS CONTROL CROUP WITH NO RERUNS (for comparison)
WINTER: Share of audi-
ence of original run of
film shows
SUMMER: Share of audi-
ence Of Ifl'Ulls lit' S.'llllr
shows
52.1%
52.2%
The A. C. Nielsen Co. made a study of the audience that the
original run of a film show commands during winter compared with
a rerun of the show during summer. Nielsen than took a control
group of shows falling into the same program categories as the
film shows for comparison, checking the size of the audience these
WINTER: Share of audi-
ence of control group
shows
SUMMER: Share of audi-
ence for replacement run
for first time
48.4%
50.2%
commanded as first runs in winter compared with their replacement
shows in summer. Nielsen found ( I ) the average non-repeat show
lost more rating points than the average film rerun in summer; (2)
film reruns during the summer had a higher share of audience than
original runs in either winter or summer.
2. Is there a big audience loss when some people realize a show is a rerun?
SOURCE: See question I.
Ai-erage rerun loses less audienee than summer first run shows
SHOWS WHICH HAVE FILM RERUNS
WINTER: ', of audience
ot original run of film show
which stays tuned*
SUMMER: ', of audience
of reruns of same shows
n hlch stays t lined '
High Show: 97%
Low Show: 75%
AVERACE ALL: 90%
High Show: 96%
Low Show: 77%
AVERACE ALL: 89%
A further Nielsen study showed that more viewers stay tuned in to
a film rerun after they realize that it's a rerun than stay tuned in for
the control group of first-run summer replacement shows. The average
CONTROL CROUP WITH NO RERUNS (/or eompariton)
WINTER: ', of audience
SUMMER: ', of
audience
of control group which
nt' i eplacemenl shows which
stays tuned
stays tuned
High Show: 95%
High Show:
95%
Low Show: 83%
Low Show:
83%
AVERACE ALL: 90%
AVERACE ALL:
88%
of all rerun films tested commanded 89% of the audience, which
stayed tuned in for 25 out of 30 minutes. The average replacement
show from control group kept 88% °f viewers for that time.
FILM BASICS we 3
3. Will viewers watch a rerun film show they've seen before?
SOURCE: See Question
% OF RERUN SHOW AUDIENCE WHO HAD SEEN THE EPISODE BEFORE 41%
% FIGURE ABOVE IS OF AUDIENCE WHICH WATCHED THE FIRST RUN 34%
Just as millions of Americans will go to a movie or a play more
than once so millions of televiewers will dial the repeat episodes
of a tv program they've enjoyed. As the Nielsen study of rerun
programs indicates, an average of 41% of those homes tuned to a
repeat film show have seen the show before . . . but watched it again.
This figure compares favorably with the size of the original audi-
ence tuned to the first-run of the program. An average of 34% of
the viewers in the original audience, according to Nielsen, return
to watch the repeat showings. Concluded Nielsen: "Use of repeat
film shows does not significantly affect audience levels in tv."
4. How many episodes in a season's film cycle are not seen by viewers?
SOURCE: A. C. Nielsen and CBS TV Film Syndication
Nearly 90% of audience sees less than 50% of shows
PERCENT OF
VIEWING HOMES
NO. EPISODES
VIEWED
AV. NO. EPISODES
PER HOME
2%
16-21
16.2
10%
11-15
12.5
24%
6-10
7.7
64%
1-5
2.2
In a special study of a 21-week film cycle, A. C. Nielsen learned
that only a handful of viewers — 2% — saw more than 16 episodes
in the program series. On the other hand, most viewers missed
a large number of episodes. Some 24% of the audience saw an aver-
age of less than eight programs; some 64% saw fewer than three
shows. The point: the first-run of a show, apart from all consid-
eration of tv's steady growth in both markets and tv homes, does
not exhaust a program's opportunity. And, as the chart above
shows, even if they have seen a film show before when its being
shown in rerun the chances are good that the viewers will stay.
5. What's the judgment of station programing men about reruns?
SOURCE: ABC Film Syndication Inc. survey of 80 tv stations, first quarter 1954
STATIONS CARRYING 1-5 RERUNS 75%
STATIONS CARRYING 5-10 RERUNS 9%
STATIONS CARRYING NO RERUNS 16%
Majority of stations carry rerun film series
More than eight out of every 10 U.S. television outlets, including
those in the largest and oldest markets, carry one or more rerun film
shows. Reason: From the station's viewpoint, they often pull as well
as, and sometimes surpass, the program's original tv rating.
6. What else helps to account for the large rerun audience?
SOURCE: NBC TV Research Department
91% growth of tv in past two years means big rerun potential
1952 month-by-month tv set growth
Jan. 15,777,000 July 17,832,200
Feb. „ .16,129,300 Aug. 18,354,300
Mar. 16,535,100 Sep. .18,711,800
Apr. 16,939,100 Oct. .19,124,900
May .17,290,800 Nov. 19,751,200
June 17,627,300 Dec. 20,439,400
1953 month-by-month tv set growth
Jan. 21,234,100 July .24,519,000
Feb. - 21,955,100 Aug. .24,895,000
Mar. 22,551,500 Sep. 25,233,000
Apr. 23,256,000 Oct. 25,690,000
May 23,930,000 Nov. 26,364,000
June 24,292,600 Dec. ... 26,973,000
1954 set growth
Jan.
27,812,000
Feb.
28,500,000
Mar.
29,125,000
Apr.
29,495,000
May
30,083,000
', ', ',.. !?: w n ■> : :'. ■>
page 4
Ill Availability of time for film
1. How much local "film time 7 ' is left outside of network program hours?
SOURCE: SPONSOR survey of four major tv networks June 1954
KluvU portions of burs bvloiv intlivuiv "twtwork option" p<>rio</.v
Option linn* caries with network: As special chart above
shows, there are some Important variations between the major net-
works as to what time slots are, and what are not, assigned as "Net-
work Option Time" in station contracts. All four networks schedule
the 7:30 p.m. to 10:30 p.m. period (local times) for network shows.
Pattern in Midwest is the same, one hour earlier. But daytime pat-
terns differ. NBC TV's and CBS TV's are roughly similar; ABC TV
and Du Mont are identical but NBC TV varies notably with ABC's
network pattern as does CBS TV with Du Mont.
In general, national spot and local advertisers seeking to buy or
place syndicated film shows on affiliates must look first to the non-
network time periods as indicatad above, particularly in the largest
multi-station markets or in markets where the leading networks are
represented with owned-and-operated stations.
But there are exceptions. Networks have lately been seeking to
clear the 10:30 p.m. to 11:00 p.m. (or later) slots for network pro-
grams Stch network shows as "Studio On"," "See It Now" and
"What's My Line" on CBS TV; "Greatest Fights," and "Private Secre-
tary" on NBC TV; and "Name's the Same" and "Place the Face" on
ABC TV will be aired this fall in what is technically "Station Time."
At the same time, network affiliates (but not O&O outlets) in a
number of large markets served by two or three outlets have not
hesitated on occasion to "bump" network scheduling in Class A time
to place an attractive spot film series. One national tv advertiser,
for example, has spotted a mystery series in "network" time in such
markets as: Charlotte (9:00 p.m., Sunday); Minneapolis (8:30 p.m.,
Monday) and Atlanta (8:30 p.m., Wednesday).
As one tv rep observed: "Apart from the O&O outlets, stations be-
come very cooperative when you start to discuss a firm 52-week film
contract. Spot tv means more money in their pocket."
Network hours shown in chart above are "live" for the East and
Midwest in almost all cases, are via kinescope in the Rockies and
Pacific markets in the same local time slots as in New York. Very
few shows are aired on a live basis from one coast to the other.
1MB
pin
Sheldon Reynolds'
Production of
■It LOCK
HOLMKS
...Starring Ronald Howard as Sherlock!
The greatest detective of all time comes to TV
... on /lira. Here is a series that is backed
with one of the most extensive presold
audiences in TV history. For almost 70 years
the adventures of SHERLOCK HOLMES
and his friend Dr. Watson haoe been thrilling
audiences in the great Arthur Conan Doyle books!
In the movies.. . on the stage . . . and in daily and Sunday newspapers
...the magic name of SHERLOCK HOLMES always has meant
box office! And noiv — as a TV film shoiv produced by
Sheldon Reynolds, creator of "Foreign Intrigue", and starring
Ronald Hoivard, brilliant young English actor-
the potential is even greater!
SHERLOCK HOLMES (39 half-hour programs, custom
filmed for TV) is ready for September airing.
SHERLOCK HOLMES, filmed in Europe, is a natural for local,
regional and national spot advertisers!
For A Sure Clue To Increased Business write, wire or
phone your nearest MPTV Film Syndication Division :
H. Marion Crawford
as Watson
NEW YORK
655 Madison Ave.
New York 21, N.Y.
TEmpleton 8-2000
BOSTON
216 Tremont St.
Boston 16, Mass.
HAncock 60897
ATLANTA
Mortgage Guaranty Bldg.
Carnegie Way & Ellis St.
Atlanta, Georgia
Alpine 0912
CHICAGO
155 E. Ohio St.
Chicago 11, III.
WHitehall 3-2600
DETROIT
2211 Woodward Ave.
Detroit 1, Michigan
Woodward 1-2560
TORONTO
MPTV (Canada! Ltd.
277 Victoria St.
Toronto, Canada
Empire 8-8621
LOS ANGELES
9100 Sunset Blvd.
Los Angeles 46, Calif.
Crestview 1-6101
SAN FRANCISCO
625 Market St.
San Francisco, Calif.
Douglas 2-1387
DALLAS
3109 Routh St.
Dallas 4, Texas
STerling 4007
These MPTV shows are available now:
y& Hour Shows: Duffy's Tavern • Flash Gordon • Janet Dean,
Registered Nurse • Sherlock Holmes
*/4 Hour Shows: Drew Pearson's Washington-Merry-Go-Round
Junior Science • Tim McCoy • • • plus more to come
Dramatic Serial 5 quarter hr*. a week • The Heart of Juliet Jones
SYNDICATION CORP.
12 JULY 1954
191
1 1 Tips on buying fitwn
1 Financial guarantees: When buying :i brand new
syndicated Sim series, particularly in a multi-market
deal, always check the producer's (or tin- syndicator
- financial responsibility. Producing tv film
series today sometimes involves a long wail on the part
..I the producer for a return on his initial investment.
It's n. .1 at all impossible (or a producer, even a good one,
tn be caughl shori on money, in which case he mas ""' he
able t<i deliver the remainder of the scries. Some clients today
even require the producer to post big bonds before signing.
f\ Titnt- but/in*;: Clients who are considering multi-
B™ market tilm deals on the scale of Canada Drj 's sponaor-
m\ ulii |> of Annie Oakley on a national basis, or regional
deals like Pure Oil's sponsorship of Racket Squad,
\J should be careful in scheduling the starting dates
nf tin ii film campaigns. Season: The usual num-
ber of prints supplied for even a "national'' tv film deal
perhaps 50 markets) without extra charge to the client
is around a dozen. These are shuttled between stations on a
"bicycling" basis. Day and date starts mean costly extra prints.
/~K ifuulUfl Control: Pilot films aren't always a good
• I gauge of of what a series will be like. If a series is
W not completed when it is offered to you, you will have
/ I to rely on the reputation of the producer or the syndi-
■■ cator. Look at representative samples of his other series.
Don't take chances, either; they can prove to be very
costly, [ndependent producers, and most Byndicators who also
produce shows, are financed by banks who charge full rates
of interest, and who have the producer in a comer. Therefore,
the average producer isn't likely to offer cancellation clauses.
71 < u'll protections: Just as the financial responsi-
bility of a producer and/or syndicator should be investi-
gated before signing up for an important film program
deal, so should the question of legal protection be ex-
plored, veteran film buyers warn. There is, for example,
the question of who, exactly, is responsible for the film
dining its various stages of travel i agency, client, producer,
syndicator, shipper, station). Also, clients should cheek on
the protection they are of!', red against crank lawsuits, morals
questions with talent, retroactive union increasi 9, and so forth.
Distribution: Video clients should always check a
syndicator 's distribution facilities. Are the tv film prints
carefully inspected? Are they cleaned and repaired?
Does the syndicator have a reputation for delivering
prints to stations in time for play dates? Does he carry
insurance on the films while they are in his possession?
so on. Reason: The handling of tv films can become a
problem. Big syndicators, like Ziv Tv, NBC, CBS, Official,
and others have to handle as many as 1,200 prints per
('lients who want commercials cut in should check cost.
8 Research: The same warnings that apply to the pur-
chase of live shows on the basis of broadcast research
apply to the buying of tv films, particularly reruns.
Ratings may be cited as being "typical." These should
be checked, if they are being used as a strong factor in
show purchase. The ratings may be old and made back
in the days when the show had Only minimum competition.
Or they may have been made in one station markets, in which
cast thej do not reflect the ability of the show to attract
audience in multiple station markets. Ratings are only a guide.
4 Reruns of tv films: Today, reruns are so well ac-
cepted by clients and audiences alike that there is little
of the original stigma ("They'll never get an audi-
ence") surrounding them. However, there are price
differentials between first and subsequent runs on nearly
all film packages in syndication, with the price dropping
anywhere from in to 40%, depending on time slot, original
rating, number nf sets and stations in the market, and such
like. It's wise for a client to (heck carefully on whether a show-
is really a first run package, if it is offered for sale as such.
91 xclusivity: New tv stations have appeared with
great regularity across the face of the U. S. in the past
few months. Many of these new tv markets overlap with
old ones. Therefore, a sponsor who is buying a syndicated
film series should be careful that the same program will
not be seen in a serious overlap with his campaign. It's
possible today for a sponsor to buy a show as " first run ' '
in a new tv market only to find that the •' second run "
showing — -perhaps by a leading business competitor— is being
seen by a sizable percentage of exactly the same audience.
I Mervhundising: Nearly all of the syndicators con-
-~ tailed by sponsor in its survey of the made for-tv film
■ industry offer varying degrees of merchandising assis-
|l tancr. The fanciest variety is offered by the top syndJ
\_J CatOrS like Zi\ Tv, and by the syndication offshoots of
the major tv networks. However, other syndicators and
producers have developed some audience attracting publicity gim
micks, which can range all the way from the franchised merchan-
dise deals made with slums like Ramar of tin JungU and
Flash Gordon to personal appearances of stars [Liberace).
M £^ Station contracts: Although the number of
III multiple affiliate stations is dropping in the big tv
markets, it's still wise to check on preemptions and
''misses" in time contracts. Reason: Certain spe-
J_ \J eial tv programs, like Presidential speeches, major
news and sports events, and suchlike can "bump''
a Locally slotted film advertiser out of his usual time. Un-
less the time contract with tin station spells out dearly that
the advertiser will get a "make-good" in his regular time slot
sponsor may get one which does not reach the right audience.
RF.i*RiyTS OF FMIA1 RASICS are available on request. Special price for qu an t ity orders
M
D •/■■
I P
page 6
fil
star-studded feature
for TV. .
so new
12 are still reserved for
Motion Picture Theaters!
Right now, you can sign for the rights to the showing in your
market of every one of the 30 recent, major studio feature
films never befcre seen on TV which make up the
General Teleradio "First with the Finest" film franchise.
It won't delay your scheduling a single day
but twelve of these films are so recent that they are
being held by the flm distributors for
motion picture showing until the dates listed.
You can't blame them when you consider that $45,000,000
was spent to produce the 30 films in the first place.
Don't you be left waiting in line in your market.
Act now/ Call... New York-LO 4-8000 ■ 1440 Broadway
Chicago — WH 4-5060 • Tribune Tower
Los Angeles-HO 2-2133 • 1313 No. Vine St
ARCH OF TRIUMPH (now available)
BODY AND SOUL (available 8/10 54)
CASBAH (now available)
CAUGHT (now available)
COUNTESS OF MONTE CRISTO
(now available)
THE DARK MIRROR (now available)
DOUBLE LIFE (now available)
FABULOUS DORSEYS (available 11/13 54)
FORCE OF EVIL (now available)
FOUR FACES WEST (available 8/10 54)
LET'S LIVE A LITTLE (available 12/7 54)
LETTER FROM AN UNKNOWN WOMAN
(now available)
LOST MOMENT (now available)
LULU BELLE (available 9/7/54)
MACBETH (now available)
MAGIC TOWN (now available)
MAGNIFICENT DOLL
fc (now available)
MIRACLE OF THE BELLS
(now available)
MR. PEABODY AND
THE MERMAID (now available)
NO MINOR VICES (now available)
NORTHWEST STAMPEDE
(available 8 25 54)
ONE TOUCH OF VENUS
(now available)
THE OTHER LOVE
(available 10 13 54)
PRIVATE AFFAIRS OF BEL AMI
(available 10, 16 54)
RAMROD (available 8 25 54)
RUTHLESS (available 9 12 54)
THE SCAR (available 12/6 54)
SECRET BEYOND THE DOOR
(now available)
THE SENATOR WAS INDISCREET
(now available)
SO THIS IS NEW YORK
(available 12 13/54}
********* *******
Take a quick look at-
LUBBOCK TEXAS
HUB OF THE SOUTH PLAINS
***** *********
LUDDUuII lAHO Largest Metropolitan Area
* between:
„ DALLAS, FT. WORTH AND ALBUQUERQUE 650 MILES
SAN ANTONIO AND DENVER 961 MILES
* OKLAHOMA CITY AND EL PASO 725 MILES
WICHITA FALLS AND EL PASO 556 MILES
LUDDUvll Retail Trading Area comprises:
* 26 Counties Population 396,829
* LUDDUvll Metropolitan Area:
Population 108,678
County is THIRD in Cotton Production
in America
is FIRST in Cotton Seed Oil Refining in
America
LUBBOCK
LUBBOCK
LUDDUIsIA County is THIRD in:
Per Family Spendable Income $5,237.00 *
LUDdULK is the Home of "TEXAS TECH": *
The College has an annual payroll of $3,000,000
NATIONAL REPS — THE KATZ AGENCY
KYC. The Strongest Voice of the
South Plains-5000 W.D. 1000 W.N.
CBS — The only Class A Radio Network Service in West Texas
KFYO— Covers 36 Counties— Pop. 542,300— Radio Homes 144.130 *
KFYO 790
*
******* **********
94 SPONSOR
EE5» SPECIAL FALL FACTS REPORT
FROM MORNINGS TO AFTER-MIDNIGHT, BUSINESS IS GOOD
Here are some of the important questions you will find answered in the pages of this report
(J. What \v the timebuyer's outlook in fall availabilities? page 196
|| B What are the important sales trends in spot radio? page 197
%|. Are new yardsticks being used in fall spot buying? page 200
i|. What role will transcription firms play this fall? page 210
||. How well does spot radio reach the U.S. farm market? page 218
l|» What developments are there in classical, folk music? page 220
l|. How have after-midnight spot radio shows been doing? page 221
||. What's the outlook in foreign-language programing? page 221
|| a Fm radio: Is ""hi-fi" proving a shot in the arm? P«ge 223
12 JULY 1954 195
Availabilities
Q. From the timebuyer's view-
point, what's the general outlook
for spot radio time availabilities?
A. The fall L954 outlook resembles
thai "I last year, although a number
ol trends in motion then have become
more pronounced:
1. Mornings: The Monday-through-
In, lav 6:00 a.m. to 9:00 a.m. day-
segment is -till the most sought after.
Result: Man) stations sell morning
time "iil\ «.ii a waiting li-t or rotating
basis, with the biggest control center-
ing on "personality" shows in the 7:00
a.m. to 8:00 a.m. breakfasl hour. This
squeeze i- getting tighter, too. ln-
creased emphasis on the out-of-home
radio audience has heightened com-
petition for prime morning time since
these sales tactics have brought to ra-
dio mam advertisers who want to
reach motorists on their waj to work.
Between 9:00 a.m. and noon «,n week-
days there are more availabilities.
Weekends, too, have more open morn-
ing time, often at special weekend
discounts.
2. Afternoons: Since main adver-
tisers who want to reach liotli men and
women d<> not feature- strongl) in the
purchase ol afternoon slots, there are
more Blots available in afternoon time
than in the peak morning hours. How-
ever, tins situation ma\ tighten con-
siderabl) b) the end of summer. Al-
read) a number of top advertisers —
including General Foods' Jello and
Minute Tapioca. Clapp's Baby Food.
Nescafe, Bluebonnet Margarine, Nu-
coa, Chase ^ Sanborn and such cig-
arette advertisers as Camel. Lu< k\
Strike. IAM and \ icero\ liave start-
ed to place extensive afternoon spot
radio schedules. Consensus of reps:
Hot- in women's participation pro-
grams and afternoon d.j. sessions that
-how strong rating histories will be a
good l»u\ for fall, particularly since
the radio -et -alt-- trend I See Radio
Basics page 00) is in the direction of
small "extra" Bets and clock radio-.
3. Evenings, nighttime: Advertiser
interest in early-evening radio time —
particular!) new- strips has been ris-
ing lately. \- Street & Finnej time-
buyer Helen Thomas told sponsor
recentl) : "Earl) morning has become
BO popular and so jammed with com-
mercials that I've stronglj recommend-
ed the 6:00 p.m. to 7:00 p.m. time
-lot-, particularly at the da\time rates
on some stations. During these times
we get the same mixed audience as
mornings." As in afternoon radio, the
outlook — at the moment — for picking
up availabilities i- pretty good but it
i- likeb to tighten up b\ fall.
196
SPONSOR
Spot radio availabilities during the
prime tv hours of 7:30 p.m. to 10:30
p.m.. as evcrv timebuyer knows, are
the easiest of all to buy. But, as more
and more stations group them into at-
tractive saturation packages and as re-
search shows the still-powerful effects
of nighttime spot radio, this situation,
too, is changing. "Nighttime spot ra-
dio may be the 'sleeper' in fall air
advertising," is how a Cunningham &
Walsh media buyer termed it. Already,
according to reps, there are signs that
nighttime slots — particularly of the
music-and-news nature — are disappear-
ing from the easy-to-buy list. Auto
advertisers and auto dealers, particu-
larly Ford and Lincoln-Mercury, have
been snapping up 10:00 p.m. and
11:00 p.m. news shows.
After-midnight popular music shows
are as popular I and as untouched by
tv) as ever. Classical music shows
beamed at music lovers and the hi-fi
fraternity in the post-midnight hours
— a trend that started last fall — are
continuing, and timebuyers may expect
to see a number of such offerings, par-
ticularly from am-fm outlets.
Sales trends
Q. What new trends are appar-
ent in spot radio selling?
A. As outlined above, the basic situ-
ation in what time segments are most
available hasn't changed. But there's
been a sizable shift in spot radio sell-
ing which affects the buyer. Here are
some of the most important sales
developments:
1. Service packages: This fall, more
than half of the stations in the coun-
try — according to the guesstimate of
sales executives of several leading rep
firms — will feature some kind of ser-
vice packages. These will range in
size (and price) from occasional traf-
fic bulletins at peak commuting hours
to full-scale combinations of traffic,
weather, school, travel service, shop-
ping and homemaking announcements
throughout the day.
Particular stress will be placed on
weekend radio service packages (see
"Weekend radio: are you missing a
good bet?" Parts I and II, SPONSOR
14 and 28 June ) . Reason, as voiced
by one station sales executive: "Tv
will never be able to compete with ra-
dio in this form of programing. And
Station Reps Assn. clinics further buyer-seller umlerstuniting
SRA brings together groups of station reps and admen to discuss spot radio. Pictures above
show several of these meetings. Top (standing, I. to r.) R. Rollinson, director of advertiser
relations, SRA; F. Mitchell, G. Milliken, FCB; T. Campbell, Branham Co.; J. Marsicano, W.
Ensign, P. Gerhold, FCB; J. Francis, Free & Peters; E. Fillion, Meeker; B. Morrison, Free &
Peters; W. Reed, Biair; G. Blake, FCB; (seated, I. to r.) A. Pardoll, W. Bambrick, A. Lowitz,
A. Weil, H. Frier, H. Holt, D. Kaplan all from FCB. Second: (standing I. to r.) C. Fredericks,
Biow; R. Rollinson, SRA; H. Shook, PM; P. Leary, PM; (seated I. to r.) D. Deutsch, PM; T.
Christensen, PM; J. Tormey, Avery-Knodel; R. Milhiser, PM. Third: (standing I. to r.) R. Rol-
linson, SRA; T. Campbell, Branham Co.; J. Thompson, Free & Peters; J. Turck, Weed; R. Fenner,
Vick; F. Fitzpatrick, Katz; A. McCoy, Avery-Knodel; D. R. Moore, Vick; B. Goodel, Meeker;
(seated I. to r.) T. F. Flanagan, SRA; M. Bassett, Blair; T. Poole, R. Davies, C. Carter, E. Gel-
lert, all of Vick. Bottom: (standing I. to r.) R. Rollinson, SRA; A. McCoy, Avery-Knodel; M.
Kellner, Katz; R. Gurkin; Blair; J. Carter, Adam Young; M. Turner, B&B; J. Scovern, Free &
Peters; (seated I. to r.) G. Beaumont, P. Podgus, C. Jones, M. Becker, E. Murtfeldt, all of B&B.
12 JULY 1954
197
THE FACTS ABOUT THE RATING SERVICES: CI
NAME
1
RADIO TECHNIQUE AREA
OR TV
American Re-
search Bureau
' Washington)
Jiary
Natl 4
LOCAL
MARKET
60 Reg
PROJECT-
ABLE NA-
TIONALLY
SAMPLE BASE
SAMPLE
TABULATED
INTER-
VIEW
PERIOD
2,200 diaries natl; 500-
550 per city
DELI
0)
1700-1800- Normally
natl. 325 city 1st 7 days 2-
(averages) of month
2
Hooper
(New York)
Tv-diary, ; '
R-duplex-
Both phone Local
coinci-
dental
Tv-55
R-90
15,400 coincidental,
700-900 diaries;
No R-900 phone calls up
per '/4-hr program in
period
'/.-hr
2 wk
Tv-12.350 co-
incidental;
300-400 dia-
ries. R - typi-
cally 900 per
74 program
in 2-wk period
Tv-lst wk,
R-varies
Tv-
ply
3
Nielsen
(Chicago)
Both
Meter
Natl,
multi-city,
Tv-N.Y.
R-5 1
R- 1 200 metered homes .«<,/
T Approx l0/ o
per minute; lv-over
800 meters
less
Contin-
uous 1 '
4.
Pulse
(New York)
Both
Roster
recall
(personal
interview)
Natl,
local
Tv-100
R-100
Yes
R-400 interviews y^ hr
wkly program; 1000
for 15-min 5-day wkly
show; Tv-200-400 for
Vl hr wkly, 1000 for
15-min 5-day wk show
Same as sar
pie base
1st 7 days
of mo
5.
Trendex
(New York)
Both
Phone
Tv-multi
coinci-
dental
city
R-local
Tv-10
R-45
No
Tv-700 calls per '/ 2 hr
show; R-300 per re-
porting period ( 74 hrs
8 am-8 pm)
Tv-600
R-300
Tv-lst 7
days of
mo, R-last
3 wks of
6
Videodex
(Chicago & New York)
Tv
Jairy
Natl,
multi-
city, local
70 3
Yes
a c°/ 9 200 "«♦'. 200 . . , ,
Approx 5 /„ greater , nn . 1st 7 days
,1 l x l 1 1 j to 600 local t
than number tabulated . ot mo
guaranteed
FOOTNOTES: 1ARB publishes 2 national reports monthly. 15 city reports monthly, 11 tor programs not covered tirst week. .'Hooper uses telephone coincide!
city reports quarterly. II city reports 3 times yearly, 23 city reports twice yearly. Had diary in all 55 tv cities as check: correction factor is then applied to each
increased from 35 markets covered most 1953. -ARB National Supplement, based on ered. 4Nielsen has radio reports for New York, Cincinnati, Pittsburgh. Chi
separate sample about '3 size of regular sample, covers second 7 days of each month Angeles plus separate Pacific Time Zone Report. "'Videodex publishes 21 ■
the radio audience for 'service' pro-
graming is constant!) growing."
2. Saturday tie-in: The race for
choice Monday-through-Frida) morn-
Lng radio slots has prompted a num-
ber of reps and stations to seek new
ways in gel more advertisers into more
morning time. One ua\ is the Satur-
il.i\ tie-in.
In its mi. -1 ' ■ .iNNK.N form, it works
like this:
Regular Monday - through - Friday
ning programing, with the • ooper-
ation nl the stations con< erned, is
9treb li'-il to include Saturday as well,
thus putting programing on a six-da)
in-trad nf five-daj basis. \n< 1. .1 six-
da) rate 1- figured, based on existing
prices and the latest Saturday rating
picture.
For an advertiser who buys on the
full six-da\ basis, it means a hike in
rates of 10 to 20$ although that is
balanced by the fact that he reaches
a larger audience more often. In some
cases, the Saturda) tie-in has been
arranged on a rotating schedule so
that advertisers are on the slate for
a Monday-Wednesday-Friday slotting
one week, Tuesday-Thursday-Saturda)
tin* next. Rates in this case amount to
about half the six-da) rate.
3. Rotating schedules: Mam radio
stations are allocating prime morning
time "N a rotation basis to spot radio
advertisers. Perhaps one out of five
I . S. stations have ''gone on alloca-
tion."
One form of the rotating schedule
is outlined above, involving three-da)
scheduling in a six-day period that in-
cludes Saturda) -.
But the most common version is a
rotating schedule built around premi-
um-priced morning radio time, which
work- like tlii-:
Because of its large famil) listening,
a premium price is charged for the
7:00 a.m. to 8:00 a.m. period. How-
ever, if an advertiser is willing to take
a rotating spot schedule between 6:00
a.m. and O;00 a.m. 1 landing in the
premium-priced slot ever) third da) *
he ]>a\- the regular morning rate with
198
SPONSOR
d SAVE THIS CHART FOR READY REFERENCE M^ssi" ""*-'" 1
$900
I Rptr,
Jjo for
it pack-
as
SUBSCRIBERS
BASIC DATA SUPPLIED
'/4-hr ratings, sets in use, total
287 agencies, audience, audience composition,
advertisers, viewers per set; also sponsor,
stations plus number cities carrying telecast for
networks, misc natl rprt, cum ratings daytime,
others pblshd on request
LIMITATIONS
Undependability of diary keeper. Re-
turns may not be representative. Limited
to week's viewing per month. Keeping
diary short period could inflate viewing.
Some family members may be missed.
Can't measure chainbreaks.
ADVANTAGES
Diary inexpensive. Measures conscious
viewing. Covers complete broadcast day,
Also station area. Same data may be
used in local, national reports. Yields
data on short periods, audience compo-
sition, flow of audience cumulation.
itns-
1- ,200
"ort;
es-
i-',500
p nth
378 advertis-
ers, agencies,
stations, net-
works, misc
Both R & Tv: ratings, share of au-
dience ,sets in use; Tv only: au-
dience composition, cumulative
audience, weekly averages, uhf
penetration
Phone doesn't cover non-phone homes,
rural areas, early or late listening or
viewing or out-of-home. Misses unknown
amount extra-set listening. Diary has
same weaknesses as ARB. Diary-phone
combination questioned.
Phone: Can produce quick results. No
memory loss increases accuracy of rat-
ings. Flexibility in market selection. Can
yield audience composition. Use of diary-
phone together largely corrects weak-
ness of either used alone.
Both R & Tv; l/4-hr Nielsen Rat-
185 agencies, ings, homes reached, average au-
to advertisers, dience, share, total audience,
§j yr all 8 networks, cum audience, min-by-min audi-
others ence, cost per homes, much other
analytical data
Measures tuning only, not people. As
result can't determine audience compo-
sition. Amount extra-set listening mea-
sured debatable. Expensive. Set break-
downs can affect sample.
Mechanical. Reduces human factor to
minimum (placing meter, mailing tape).
Measures 24-hr daily minute-by-minute
tuning; this provides wealth of data not
obtainable otherwise. Fixed panel better
for trend data.
)00
h ;ies-
mo"
400 stations, Both R & Tv: ^-hr ratings, view-
100 agencies, ers per set, audience composition,
advertisers, share of audience, sets in use,
all networks number cities carrying show
Interview technique can be inflationary
because of memory failure, confusion
factor. Technique expensive, especially
rural areas. Some family members may
be missed. Misses those not at home
when calls made.
Yields 'round-clock data, also for short
time periods, audience flow. Sample can
be rigidly controlled. Questions can be
added or changed to obtain new data.
Can combine with market, product sur-
veys of all kinds.
5 >er
tr per
r x:
5(
77 agencies,
advertisers,
stations, net-
works, misc.
'/4-hr daytime, '/2- nr evening rat-
ings, sets in use, average audience
by minute, audience composition,
indexes 3 times yrly, sponsor iden-
tification 3 times yrly
Phone coincidental doesn't reach non-
phone homes, rural areas, early or late
listening or viewing or out-of-home.
Misses unknown amount extra-set listen-
ing. Radio report limited to 8 a.m. -8
p.m. weekdays.
Very fast. Does not ask respondent
about radio and tv at same time. This
tends to give more valid radio ratings.
Only service giving network popularity
reports. Other advantages similar to
Hooper above.
$'0
150 advertis-
ers, agencies,
media, others
'/}-hr ratings, sets in use, audience
share, average viewers per set by
time period and by program,
number of homes reached, num-
ber cities carrying show, sponsors
Limitations much like ARB above. Ro-
tating panel used (same homes kept 7
months, I /7th changing each month).
Is 7 months too long for accurate diary
keeping? Additionally diary returns may
not be representative.
Rotating panel enables Videodex to dis-
card first week's diary as "inflationary,
otherwise atypical." Claims it can build
more representative sample over long
period, get more accurate trend data,
than one-shot approach.
uarterly. GNielsen National Radio reports issued biweekly, cover tirst and by wire in 12 hours on any one program. HVideodex price to agencies, advertisers and
I ot month (1 each), National Tv reports issued biweekly, cover 2 consecu- media for basic service (network, multi-city and local reports!; additional markets
■ each month. 7Pulse package includes all radio and tv market reports plus available at marginal cost. KiNielsen is launching new local radio and tv measurement
l,network report plus twice yearly radio network report. STrendex can report service in October in 3 markets; 3 markets to be added a month till 50 are covered.
no added premium.
These plans, and similar variations,
are designed to accomplish a double
purpose: (a) to fit more advertisers
into morning radio, and (b) to pro-
vide an inducement to advertisers to
buv time outside the peak morning
hours.
This fall, if an advertiser or time-
buyer does not want to go into a ro-
tating morning schedule he will often
face premium prices and very tight
availabilities in prime morning time.
4. Out-of-home listening: This sum-
mer, the amount of radio programing
and follow-through promotion aimed
at out-of-home radio listeners will hit
an all-time peak. And sponsors — in-
cluding such advertisers as Lincoln-
Mercury, Rayco Seat Covers, Philip
Morris, Armstrong Tire & Rubber.
Buick, Admiral. RCA and others —
have been buying many time slots to
reach out-of-home dialers.
There's every likelihood, according
to reps and station executives, that
this trend will continue.
Typical recent buy: Sun Oil Co.. a
veteran radio advertiser, recently
signed for a series of "holiday week-
end" announcement saturation pack-
ages to carry through the summer and
into the fall. Sun Oil will lay down a
barrage of announcements from the
eve of the holiday (4 July, Labor Day
and others) right through the morning
of the first work day that follows,
using most of key Eastern markets.
Target: the motoring audience.
Several timebuyers told sponsor
that reps and stations were making
more and more sales pitches in which
a program rating was actually the
combination of in-home and out-of-
home ratings.
This varied all the way from the
policy of John Blair Co. (combine all
Pulse in-home and outside-the-home
radio ratings wherever available) to
NBC Spot Sales, which combines in-
and out-of-home ratings occasionally
in special presentations to auto, gaso-
line, appliance and suntan oil manu-
facturers.
I
12 JULY 1954
199
MEMO from D EE RIVERS —
™ All time-buyers
Please <<ill
Bernic Howard
Stat - National
/mi Madison /•
Plaza S-0555
so that he < an
tell YOU-ALL what
WEAS
and its new
50,000 watt
\\'< stinghouse transmitter
mi its same old frequent )
1010
with its same old
non directional antenna
is going to do in
GEORGIA
on
AUGUST 1, 1954
HOOPER Tells the KC
Story!
SOON
KUDL A
^&Mef»KDKD
\
O* tOm THI flltT TIUI
OMI TO*H CO*I*AGI #0»
GUAM* »«K\»i CITY
Look at these figures
une 54 HOOPER
:00 AM-12 N
The picture has
changed!
Net A — 25.8
nd A — 16.0
I Ncgrol
KUDL — 13.4
Net D — 10.8
Net C — 9.8
Ind B — 8.8
Net D — 7.2
Let your nearest FORJOE
office show you the new
June, '54, C. E. HOOPER
DENVER, TOO!!
CLINTON
Said K&E timebuyer Larr) Donino:
"In < ities like Loa Vngeles, Detroil
and Washington ju-i to name three
the out-of-home Factor, when mea-
Bured, adda great!) to your abilitj to
ei aluate i adio l>u\-. In \\ ashington,
foi instance, office closing hours are
ered to avoid traffic jams. 'I here's
a \<w Bizable out-of-home car audi-
right through the supper period
which «an be reached b) evening
radio.
."). Saturation plans: Because of ra-
dio's huge base circulation, a satura-
tion spot drive hits an enormous
cumulate e audience at low cost. I bus
stations and reps have been devoting
increasing attention to the "-atura-
tion" technique.
Rep predictions are bullish as re-
gards saturation spol campaigns. As
Dan Denenholz. research and promo-
tion manager of the Katz Vgency rep
firm told SPONSOR:
"You can expect an increase in the
number and variety of saturation or
multiple-announcement plans. More
and more stations are establishing
them."
Net as well as indie stations are ex-
treme!) active in the saturation tech-
nique. Typical buy: A CBS Radio
affiliate in New England has instituted
a special "floating" series of one-min-
ute announcements in non-network
time. This amounts to about one an-
nouncement per hour for nine hours
daily, between 6:00 a.m. and midnight,
Monday-through-Saturday. Price: $450
net weekl) for 54 announcements. In
other markets, network affiliates have
taken their cue from the independent
outlets and ha\e set up saturation
packages that range from special Euro-
pean travel promotions to all-day bar-
rages of "I.D."-type announcements.
Buyers will find that most of these
packages have been priced at special
discounts, simpl) because tbe\ involve
a lot of time on a single outlet. Often
extra discounts are available if the
advertiser will allow a •■floating""
schedule and leave the actual slotting
up I" the station's traffic department.
To some extent, independent sta-
tions hav< n ore flexibility- since the)
do not have i nsider their network
raming in setting up "block-
buster" saturations. One independent
OUtlel in Miami, for example, ha- -it
aside '/// of it- Saturday and Sunday
program periods from earb morning
I., earl) evening, less the half-hour
Btation break-, as day-long saturation
packages. Vny Miami listener who
tunes the station at an\ time during
the da) hears commercials for the
same advertiser, al ^2 ( i per participa-
tion.
Oilier independent stations have set
up packages of weekend Bervice an-
nouncements, weather information.
time signals or hourb newscasts.
Spot radio yardsticks
Q. What new trends are appar-
ent in agency buying of spot radio?
A. Ibis year SPONSOB editors have
noticed an increasing radio research
- onsciousness among timebu\ers. The
buyer toda) tend- to take many more
fa<lor- into consideration than in
past \cars.
This isn't just extra-close interest in
ratings or cost-per-l.OUO figures. As
Harold I)a\i-. an Erwin, \\ ase) time-
buyer, told SPONSOR: "Some clients
i Please turn to putie 2n J i
but 1 i.OOO poM-
card entries in Bob
Trebor's recent
Daybreaker s Jack-
pot convinced us!
These 14.000 en-
trants not only rep-
resented all Roch-
ester but also 122
towns outside
Rochester.
BOB TREBOR
Your product- «/<>■
sage will get JACKPOl results on
Rochester's result producing morn-
ing tbow, Hob Trebor'i Datbuakers.
5000 WATTS
1280 KC.
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
IN THI GREAT KANSAS CITY MARKET
-K J. ; ,
SPONSOR
YOUR PRODUCT GETS A COMPETITIVE SELLING ADVANTAGE
WISN
GUARANTEED
DISPLAYS
5*~
DRUG CHAIN MERCHANDISER . . .
based on a contractual agreement with leading independent drug stores
which do over $7,000,000 annual volume.
This plan guarantees qualified advertisers self-service display, as pictured, on the
special racks supplied by WISN.
GROCERY CHAIN MERCHANDISER...
based on a contractual agreement with A&P, National and Kohl's Food
Stores which do over 50% of all food business in the Milwaukee Market.
This plan guarantees qualified advertisers Mass End Displays, Jumble Displays or
Basket Displays.
For complete details contact Dick Shireman, Sales Manager, or one of the
Katz Offices.
These two in-store display
plans are just one part of
the many sales-producing
merchandising services
available through the
WISN
ADVERTISER
DIVIDEND
PLAN
WISN
THE MILWAUKEE ADDRESS OF
Represented by the KATZ AGENCY, INC.
NEW YORK • DETROIT • CHICAGO • KANSAS CITY • DALLAS • SAN FRANCISCO • LOS ANGELES
KYW • WP1
Saturday Hlghtz h
From Shenandoah, Pa. to Cape May, N. J., people move back the
rugs and a decade or so. People in their thirties. They dance again to
the bands they knew. Glenn Miller. Dorsey. Artie Shaw. Goodman.
Or maybe they just remember as the records spin the stories of
every listener who danced through that wonderful era.
It's radio station KYW's four-hour Saturday Night Dance Party.
Folks from thirty to forty years old have themselves a ball. They've
made this the most popular local radio show in Philadelphia. So,
advertisers can have themselves a ball, too. Because these are the
very people who buy household goods, food, clothes, cars and 'most
everything else advertisers have to sell.
But big loyal audiences like this are delivered wherever WBC
stations send out their powerful 50,000-watt signals — Portland, Fort
Wayne, Pittsburgh, Philadelphia, Boston. If you want to sell more
in these markets, why don't you call the stations or Eldon Campbell,
WBC National Sales Manager, at Plaza 1-2700, New York City?
VESTINGHOUSE BROADCASTING COMPANY, INC.
tftfohia; WBZ-WBZA • WBZ-TV— Boston; KOKA^Pittsburgh; WO WO— Fort Wayne; KEX— Portland, Ore.
1 elusive National Representatives: Free & Peters, Inc., 444 Madison Avenue, New York 22, N.Y.
There's more to Wisconsin
than Milwaukee
Cover the Dairy State with your sales
message through the low cost medium
of Wisconsin's most powerful radio sta-
tion. WKOW's 53 county mail-response
area accounts for 61% of the state's
total income and 63% of the state's to-
tal retail sales. Call your Headley-Reed
man for the facts.
WKOW-CBS
MADISON, WIS.
Wisconsin's most
powerful radio station
Represented nationally by
Headley-Reed Co.
. . . the Story Remains
the Same in Danville
WDAN is a MUST buy if you want cover-
age in East Centrdl Illinois' and Western
Indiana's rich market. WDAN gives you
more listeners than all other stations com-
bined! .-- " — ..
February 1954
CONIAN
SURVEY
DAY.
WDAN
NIGHT
WDAN
CBS RADIO
DANVILLE, ILL.
REPRESENTED BY
EVERETT-McKINNEY, INC.
NEW YORK — CHICAGO
have an arbitral} maximum cost-per-
I .' KX) in mind when the) da ide to use
radio. Bui thai isn't the most efficient
j ardstii k. It doesn't take into account
Buch Factors .1- audience composition
oi the psychological Factoi of getting
the 1 ighl people al the 1 \-j\w time. No
one I. n i>ii 1- enough to determine
1 hoi< e "I .1 medium."
\ikI a> Dancer-Fitzgerald-Sample
timebuyer Dave Wham observed: "On
a cumulative basis of several weeks
radio can deliver more audience na-
tionally than l\ does — that is. in terms
of audience turnover."
General*) speaking, radio reps are
delighted at the agenc) preoccupation
the-,- days with the evaluation of radio
"ii a number of different levels. The
New York manager ol a veteran rep
firm stated, "Complete measurement of
radio can't help hut spotlight radio's
importance."
Q. What important steps are be-
ing taken to provide new spot
radio "yardsticks"?
A. \- SPONSOR went to press, these
were -nme of the most important proj-
ects in the works:
1. Coverage data: There hasn't heen
a measurement of U. S. radio coverage,
county-by-count) or station-by-station,
since the Standard Audit ^v Measure-
ment Service and Nielsen Coverage
Service studies of 1952. Both sets of
data are wideh used hv agencies, but
are now obsolescent, particular!) in
the markets to which tv has been added
in the past two years.
SAMS' Ken Baker told sponsor that
he was not making an) plans to do
another radio coverage study, due
chief!) to lack of financial backing
from broadcasters. A. C. Nielsen plans
to conduct another NCS sur\e\ and
has set a tentative date for this cover-
age-and-set-census stud) in earl) 1955.
Radio census figures will emerge
from the large-scale stud) currentl) be-
ing prepared b) \lfred Politz Research
l"i the foiu radio webs and 1! \l». This
stud) . however, i- primaril) an investi-
gation of when radio is listened to.
when and In whom.
2. "' irea" ratings: Because of t\
competition, increased attention has
heen focused ..n the kind of ratings a
station gets throughout the area in
whi< h it'- heard, nol jusl its metro-
politan home base.
In ' >' tobei \. C. Nielsen will -tan
regulai measurements of "area'" listen-
ing land viewing) for the Nielsen Sta-
tion Index. First cities to be measured
will he New York, Chicago and L.A.;
in the following month Detroit. Phila-
delphia and San Francisco will he add-
ed with others to follow. The N->l
will measure the per-broadcast audi-
ences "I radio -how- in a station's
"'inner" and "total'' area-, a- well as
audience composition, four-week cum-
ulatives, rrequenc) of listening, -hare
and auto -el listening. First deliver)
to subscribing agencies ha- not been
set but ma) fall around I December.
\t the same time, Pulse has been in-
creasing active in "special order"
area research. Pulse's Dr. Sydney
Roslow told SPONSOR that his research
firm has completed "some two dozen"
special area studies for I . v . radio sta-
tions since mid-1953. These stations
include WKY, Oklahoma City; Kl V
Portland. Ore.: WOW. Omaha:
In \I!K. Little Rock; WHDH. Boston;
KDKA, Pittsburgh, and WHAM, Ro-
chester— among others.
These studies follow the general
principle of local Pulse radio checkup-
foster recall to get quarter-hour lis-
tening, out-of-home dialing I except
1/4
B kILOCV CLES
C* — /"O
of the
San Francisco Bay Area's
3,000,000 people are
Foreign Language Speaking!
They multiply, add, subtract and
divide; THEY THINK! THEY BUY!
in their own language! Sell them
with KLOK, the station that reaches
them all. KLOK's specialized pro-
gramming guarantees your message
attention-getting IMPACT!
* SACRAMENTO
Sen Jove Studios Sa" P'encico Studios
P. O. Boi 967 Hotel lenkersh.m
Sen Jose. Call' San Francisco. Calif
Represented by John E. Pearson Co. _^___
204
SPONSOR
What's this talk about
single station penetration
of Southeastern New England?
Q Is there really one radio station that de-
livers top circulation throughout South-
eastern New England — particularly Provi-
dence, Fall River and New Bedford?
A. Yes! WPRO is the dominant, top-rated station —
with a 7.7 average quarter-hour Area Pulse*
from 6 a.m. to 7 p.m. weekdays . . . 57.1%
greater than the second-place station . . . 13.2%
greater than the next two stations combined.
Q. Do WPRO's local programs — as well as
CBS Radio programs — rate "first"
throughout the area?
A. Decisively! In fact, WPRO holds commanding
audience leads in 51 out of the 52 quarter-hour
reporting periods — 27 of which are devoted to
WPRO-produced local programs with a 7.2
average quarter-hour rating.
Is WPRO top-rated in Fall River and New
Bedford, Mass., as well as Providence and
the entire area?
Yes! A Fall River-New Bedford share of audi-
ence analysis shows WPRO's index is 47.2%
greater than the second-place station . . . 23.3%
greater than the next two stations combined.
Q. Why is WPRO so predominant in South-
eastern New England?
A. Because the personalities and programs — both
local and network — are the personalities and
programs Southeastern New Englanders like
best . . . and because of WPRO's persuasive
5,000 watt voice on a preferred frequency —
630 kc.
"Source — ■ Area Pulse, Jan.-
Feb., 1954, surveying the
State of Rhode Island and
Bristol County, Mass. Area
includes three major metro-
politan markets — Provi-
denre. Fall River and New
Bedford . . . over 347,000
radio homes.
to reach the
most buyers,
Represented by JOHN BLAIR & COMPANY
12 JULY 1954
205
I
I
"Sagebrush Serenade"
"Western Requesrin"
"Lee Nichols Show"
THE MART STORES
"For the first time we had
volume sales that could directly
be attributed to our advertising."
DOUGLAS OPTICAL
"We attribute a good share of
our traffic to the terrific impact of
our KWBB spot announcements."
J
1
That's the important thing. Ratings, ad-
jacencies, programming, network, don't
mean a thing if you can't increase SALES.
CAN WJPS GET RESULTS?
Here are just a few:
Sterling Beer — Mid-Continent Petroleum
— Coco-Cola — Purina Mills — Puffin
Biscuits — Hesmer's Foods — Economy
Super Markets — P. W. Burns Insurance
— International Harvester — Red Bird
Gasoline — International Salt — and
many others that we will send upon re-
quest.
We would like to "Ring the Cash Regis-
ter" for you because we have the KNOW
HOW.
Let us prove our worth to you.
Robert J. Mcintosh, General Manager
lIKISINtfO IT
The George P. Holllngbery Company
<^J
that the) are made in a station's entire
coverage ana. I hi- area, in the case
1. 1 Bome stations, can be anything up
to two dozen counties in six or Beven
states. Said Dr. Roslow:
"Stations and buyers alike are 1»<--
< oming conscious ol the value of "area
measurement in determining a station's
effectiveness in attracting audiences.
Homes-using-radio figures in a '<its
ana are l>\ no means always true of
the total" area. Even the out-of-home
pattern varies.
"Currently, we expect t<> do about
in ' . more special-order area measure-
ments for stations in the next year than
we did this past year."
3. Other studies: Several other re-
search irons are in the fire. BAB has
tentati\el\ slated an extensive measure-
ment of auto radio listening later this
year or in earh 1955. Several rep
firms which have recent radio research
studies (such as the "Radio in tv mar-
kets" stud\ made 1>\ Politz for the
Henry I. Christal stations) plan to
repeat or expand their research into
the qualitative and out-of-home as-
pects of radio listening. The Station
Representatives Assn. has discussed
plans for a series of special studies of
audience composition of spot programs
and how they compare with competi-
tor network programing. Pulse is now-
measuring out-of-home listening I which
can be combined with in-home listen-
ing for a "total" metro-area rating I
in 25 markets, an increase of more
than 40% over the number measured
by Pulse a year ago.
i See chart pages 198-199 which
gives you analysis of strengths and
weaknesses, key facts about rating
services. )
Over-all
"A RADIO IN EVERY ROOM"
Evansville, Indiana
Q. What's the "State of the
Union" in spot radio today?
A. For the most part, excellent.
Figures compiled annually by the
Federal Communications Commission
which cover national spot radio rev-
enue- ol stations after trade discounts
and before commissions to reps — show
the follow ing picture:
1. I here has been a stead) growth
iii spot radio billings, year after year,
and iln- growth has held up strongl\
all during the postwar period.
2. Starting at a 1947 level ol 198,-
581,241 spot radio b) L948 grew some
-i\ million dollar-: bj \')V) spot ra-
dio was up another four million: 1950
saw a nearK 10 million annual in-
crease. I hen a pause — in 1951 the
growth slowed to one million. But in
19~>2 the growth stepped up to about
four million and last \ear. spot radio
hilled a tremendous 12 million more
than the previous >ear — an increase of
some 37' i over the 1947 mark. The
L954 outlook i- at Least equal to L953.
3. This growth has come during a
period when great fundamental changes
were takin« place in the advertising
world a period during which t\ grew
from an experimental to a full-fledged
advertising medium competing heavil)
with radio both for the advertiser's
dollar and the consumer's attention.
Q. Will the general outlook for
spot radio continue to be good this
fall?
A. The outlook continues to be opti-
mistic.
As Reg Rollinson. general manager
of the Station Representatives Vssocia-
tion's "Crusade for Spot Radio" ob-
served in a speech last month to the
Florida Broadcasters \ssociation:
THE MIGHTY "MIKE 'OF
SAN ANTONIO
250,000 Milliwatts
Mww
National Time Sales — New York
Harlan G. Oakes & Assoc.
Los Angeles — San Francisco
206
SPONSOR
/? ? 1, 9 1. , 1 ? ?
• r • • •
? ?
50,000 WHATS ?
P
Station power by itself is only part of
the story, and the fact that WTIC is
the most powerful station in Southern
New England would not interest an
advertiser were it not for the confidence
and loyalty of our listeners. Over the
years, WTIC's policy of careful screening
of advertisers, high standards of
entertainment and public service has
made our programs unexcelled
backgrounds for messages that sell.
FOR YOUR SELLING...
use WTIC
WTIC
DOMINATES THE PROSPEROUS
SOUTHERN NEW ENGLAND MARKET
12 JULY 1954
207
Almost all the audience
All the time!
SELLING & SERVING
South Eastern B. C.
'ELLIOTT HAYNES DAY RATING 93.6%
ELLIOTT HAYNES NIGHT RATING 89.9%
KWJJ
"Oregon Country
Happy Hunting Ground
for Smart Advertiser.''
Take it from KWJJ — Chief of
the Northwest Independents —
there's good hunting for adver-
tisers who want buyers with
"plenty wampum ". Advertisers
plenty smart who use KWJJ for
spot announcements with "big
sell" in "big" country. CO; >(
National \ \ :
Representative ^^v^ /~^' '
BURN-SMITH CO.. INC - "^ ^"»
1011 S.W. 6th Ave.
PORTLAND 5,
OREGON
"Radio i- .i totallj new concept in
advertising, different from all other
media in that it i- total. \<>t the best
homes, not tin- urban bomes, not wom-
en only, not men only, not children
onl\ . 1 hi t total.
"And ii has that vast untapped re-
Bource oi local talent, local programs
which regional and national advertis-
ers are onl\ beginning to appreciate.
Further, national -pot ladio offers un-
told opportunities for new creative de-
vices where media, cop) and plan-
departments join together to create
new products c patterns."
Q. What accounts for the steady
growth of spot radio — despite tv?
A. There's no single answer. Actu-
ally, a combination of circumstances
have worked in spot radio- favor in
the past near-decade:
1. Spot vs. network'. Before tv ad-
MTii-ci- wiie -ometinies reluctant to
buj into and around local shows, pre-
ferring: evening chainbreaks next to
the big network radio shows. Spot ra-
iiio programs played second advertis-
ing fiddle.
Tv changed all that. Big-name tele-
vision -how- drew off a lot of audi-
ence for network radio program-, par-
ticularly in the Class A (7:30 p.m. to
10:30 p.m. I period. At the same time
as radios base expanded from the
1946 level of 57,750,000 sets to 117,-
i mi i.DOO this year (see page 1 of Radio
Basics i spot programing on network
affiliates grew steadih in value as
rating levels held up. despite t\- in
non-network time.
Nowhere i- tlti- situation more clear
than in a comparison between morning
and nighttime programing. Morning
radio — and it - primarily -pot radio
up to 9:00 a.m. — is the most popular
buj today; evening network radio i
tougher to -ell. Ten \ears ago. the
situation wa- reversed.
2. Ifore research: \ n examination
n| the latest radio research (see Radio
Basics, page 229) will show how mu< h
ol ii i- working in favor of spot radio.
I niil recent!) such fai tors as out-of-
hoine listening and cumulative audi-
ui tv no! used as buj ing yard-
sticks in spot broadcasting, foda)
thej are and the local programing
slanted at both the home and out-of-
home audience (music, new-, weather.
traffic bulletins) and the across-the-
board local programing (newscasts,
farm pro-ram-, music strips, d.j.
-how- 1 benefits from more advertising
dollar-.
Stations and rep- are accelerating
their research acti\it\ isee report on
Spot radio yardsticks, page 200), pro-
du< ing or subsidizing special area re-
port- ami qualitative studies of the
ladio audier ■
3. Pinpointed audiences: Radio
stations have always had more free-
dom in developing localized programs
than have network-. That's because
radio networks, as a rule, have aimed
primaril) for the mythical "avei
I . S. listener" while local Nations —
particularh the independents — have
tailored their shows to fit local peculi-
arities of local tastes, population, ra-
cial backgrounds, working hour- and
< limates.
In the pa-t half decade -pot radio
has therefore been aide to offer the na-
tional advertiser a wide varietj of inn-
pointed audiences at all hour- of the
da\ and night. In general these spot
audiences are more specialized than
anything now available via network ra-
dio or network t\ .
Such audience- are due to the in-
i reasing amount ol such program fare
WANT TO SELL
CANADA?
One radio station
covers 40% of
Canada's retail
sales
TORONTO
50,000 WATTS, JOJO K.C.
CFRB covers over 1 5 the homes in
Canada, covers the market area that
accounts for 40^ of the retail sales.
That makes CFRB your No. 1 buy in
Canada's No. 1 market.
REPRESENTATIVES
United States: Adorn J. Young Jr., Incorporated
Canada: All-Canada Radio Facilitiet, Limited
208
SPONSOR
Here's Selling Power!
WKMF is Flint's most popular
radio station . . . proven by a local
impartial survey. Flint's only 24
hour 'round the clock music-news
station with top radio personali-
ties, including Flint's No. 1 disc
jock, Jim Rockwell and two others
in the top bracket. Here is area
saturation for your sales message
in the billion dollar Flint market.
Here is the way to increased
profits for you in 1954. And re-
member! WKMF is in the Mich-
igan Golden Triangle . . . the 6
billion dollar market that's ripe
for the picking.
WKMH-WKHM-WKMF . . .
package buy of these 3 strategically
located Michigan stations offers
you maximum coverage at mini-
mum cost.
Only Exclusive
disc jockey radio
station in Flint
Michigan Market
Mich
Golde
WKMF
Represented by Head ley- Reed
<fW
WKHM
WKMH
JACKSON
1000 WATTS
DEARBORN — 5000 WATTS
1000 WATTS-NIGHTS
MICHIGAN — 1000 WATTS
The SieflutffGtt Station in Flint
i
BILL SNYDER >
KWBB
SPORTS CASTER
'Formerly St. Louis Browns*
■A" Last 4 years carried Wichita
Indians baseball exclusive.
■fa Standard Oil Company of In-
diana sponsored all at home
and away Wichita University
football schedule last 2 years.
■^ Theo. Hamms Brewing Com-
pany has sponsored Wichita
Indians baseball at home and
away, last 2 years.
I
000 WAITS
SUPER
SALES FLAN
i\*#\J Hers "Merchandising
Magic" with the new SUPER SALES
PLAN. Now. any grocery prod-
ucts advertiser can be assured
distribution
preferred location
displays
shelf promotion
newspaper advertising
store bulletins
36 SUPER VALUE SUPER MAR-
KETS. These merchandising
"plusses" are available to food ad-
vertisers who buy a minimum
schedule of $125 for 13 weeks on
KSO. You choose your own guaran-
teed times. For further informa-
tion call, write or wire KSO or
Avery-Knodel, Inc.
Basic ABC Network
:•:■:■:■:•:•
III
.
1 .i-: locall) developed radio person-
alities, from d.j.'s t'» newscasters;
Negro-appeal shows, primaril) on in-
dependent outlets; classical music pro-
graming, again mostl) on indepen-
dents; barn dance and hillbilh pro-
grams Featuring local musical talent;
local "service" programing that in-
cludes new-, traffic ami weather bulle-
tins; foreign-language programing in
every language from Spanish and Ital-
ian to I [ungarian.
4. Price structure: Spot radio rates
have played a large part in the steads
growth of spot radio in recent seasons.
As tv won a\\a\ a sizable amount of
nighttime radio audiences, radio sta-
tions < ountered by setting up single
rate structures, whereby dav and night
rates were the same. The SRA now
estimates, for instance, that more than
half of the I . S. outlets in tv areas
now 7 have such an arrangement, or
have discount structures which amount
to the same thing.
At the same time many radio out-
lets have also set up special saturation
schedules for advertisers who want to
achieve heavy impact through the
cumulative effect of radios audience
turnover. From the station's stand-
point, the saturation campaign has
been a useful \\a\ b) which to sell
more nighttime radio.
On the other hand something like
209< <>f the I. S. radio outlets — by
the SRAs guesstimate — have raised
their early-morning or daytime rates
in the past three years as daylight ra-
dio became increasingly valuable.
And since these rates have generallv
run behind the growth of daytime audi-
ence, advertisers have been quick to
1 u\ for the most part.
Lastly the very spread of radio rates
— everything from a $2 spot announce-
ment on a minor station to a $5,000-
weekly saturation drive on a major
metropolitan outlet — has encouraged
business from ever) type and size of
national ad\ertiser. Network media,
although far more flexible in recent
years than the) were in 1944. are more
limited in their abilits to tailor vehi-
cles lor the medium and small-budget
sponsor.
Transcribed shows
Q. What's new in the transcribed
radio program field?
A. Network stations arc turning in-
reasingh toward ihe makers ol tran-
scribed programs to help fill their pio-
ji. uning needs. Reports from Frederic
\\ . Zi\. Ham S. Goodman, RCA Re-
corded Program Services and other
firms all support this finding.
The dwindling of network program-
ing has given rise to a substantial de-
mand for bigh-calibre nighttime pro-
grams, reports \l\in E. I nger, vice
president in charge of -ales at Zi\.
though daytime shows are also much
wanted. For some time, big-name dra-
ma shows have been an important part
of the Zi\ stable (with such stars as
Humphrej Bogart, Lauren Bacall, Is.
rone Power, Dick Powell); but this
year, Ziv, for the first time, produced
a show with a big-name corned) Btar,
Red Skelton. making a "network-level"
performer available to stations at a
nominal cost. \ow considered a "huge
success" h\ Zi\. the half-hour Red
Skelton Show was released in Febru-
ary 1954, is now running on ovej 380
stations in major and secondary mar-
kets.
Station.^ are running Skelton gener-
all\ five times a week. s ( >H it in single
or multiple sponsorships. Of the spon-
sors using the show. W.Y '< have taken
it as a full program buy. main have
bought it regionally for several sta-
tions. It is available for from S10 to
$500 a show, depending on market
size.
Note the "63%" fiuure here. Broad-
casters attending the \ARTB Conven-
tion reported a trend toward full spon-
sorship of qualits programs rather
than just participations in these pro-
grams, points out Unger; broadcast-
ers had formerl) indicated that adver-
tisers favored participations over full
program Inns.
Zi\ will expand its coined\ opera-
tions still further. It has just signed
a contract with Fddie Cantor which
will involve an expenditure of over
> ( ).ii(io.inio during the next seven \ears.
I he contract calls for the making of
39 half-hour films annualb and a sim-
ilar number of taped radio programs
each year, the taping of the radio se-
ries to run concurrent!) with the t\.
I lie s)i,,u ui|| be tailed The Eddie
BILL POWELL
Specializes in the
NEGRO
HICH SCHOOL & COLLEGE
MARKET vio
WSO K
NASHVILLE TENNESSEE
210
SPONSOR
WSYR
PULSE OF SYRACUSE - FEB., 1954
15-Min. periods,
6 a.m. to midnight
WSYR FIRST in 54 periods
WSYR SECOND ... in 18 periods
72
(that's all there is)
WSYR FIRST in 15 periods
WSYR SECOND . . . in _J_ period
16
15-Min. periods,
6 p.m. to midnight
WSYR FIRST
. in 24 periods
(a clean sweep!)
And, of course,
the last Nielsen
and SAMS story
still stands:
NIELSEN SAMS
WSYR FIRST WSYR FIRST
by 47% to 21 2£ by 29.8 £ to 239%
I!
ACUSE
570 KC
NBC Affiliate • Write, Wire, Phone
or Ask Henry I. Christal Co. Inc.
WSYR-AM-FM-TV — The Only Complete Broadcasting Institution in Central New York
12 JULY 1954
211
POWER
Now under construction is
WQXR's new 50,000 watt
transmitter . . . another great
milestone in the history of the
nation's No. 1 good music
station.
It will be a great day for music
lovers when WQXR becomes
the first good music and news
station to go 50 KW. And an
even greater day for alert ad-
vertisers who know the value
of a big market of above-aver-
age prospects.
Better get in touch with us
now to hear how more power
to us means more power to you.
WQXR
The Radio Station of The New York Times
W. i;3r<l Street, N. w York 36, N. V.
Cantoi Theatre, will star Cantoi in one
miii ol three shows, use him a- bosl
in the othei two l"i top Hollywood
names. Production has Btarted ami
Xi\ expects to have both the radio ami
u series read) t<> be released before
the end "I this \ ear, ac< ording to
l"lm I.. Sinn, president ol /i\ I \
Programs.
Ziv offers •"><) series "I packaged
-how- plus nearly 6,000 individual
programs of all types. Sales of Xi\
radio programs from Jul) 1953
through \la\ IT> I reached a higher
level (34$ higher) than during any
other similar period in the company's
history. Numerous inquiries on new
show releases and station requests for
advance bookings on shows point t<>
an extra-health) fall season, says I ti-
ger.
The Harry S. Goodman Co. is
also pleased with the way things are
going. Slate- Kverett Goodman, man-
ager of the firm. "It's surprising how
healths our business is getting. The
first six months of this year, we did
about !<>', better than in am -i\
mouths of our history. In fact, in just
one week recently, we did more busi-
ness in transcribed announcements
than we did in the last six months of
last year."
Partly responsible for this new re-
surgence of business has been the com-
pany 's new "Double Exposure" plan —
a plan to help program-hungry stations
fill <zaps and attract sponsors. It < (in-
sists of a package of 15 different half-
hour mystery-adventure shows with 52
episodes each (such show- a- Murder
ul Midnight. Mystery House. Deadline
for Danger). The choice of mystery-
adventure was determined b\ the
l!\l!> findings about the continuing
high popularity of such programs on
radio, sa) - < roodman.
Stations can bin a minimum of
three of these shows 1 2(>0 half-hours
a year! to run across-the-board. Sev-
eral (d the show- in the group have re-
broadcast riahts without additional tal-
ent fee-, which is where the economy
"I the plan — and the "double expo-
sure idea enter-. Ii enables tin- same
-eric- to he broadcast twice in one
week oii< e in the da) time, once at
night, -o that if a station fill- five half-
hours a week with .1 given program,
it actuall) pays Eor onl) three a week.
1 I' ive ol the 1 5 -how- were made in
Australia which eliminates rebroadcast
First station to bu) this plan was
\\()|{. New ^ ork. which has been |i|o-
graming 10 hours weekl) with these
-how- [WOR Radio Playhouse) run-
ning L,040 half hour- in one year.
About 12 other stations have contract-
ed for this plan so far, says Goodman,
practically all network stations, and
representing all foui network-. The)
have been doing \er\ little business
with indie station-.
Stations are Belling most ol the
'Double Exposure" shows to partici-
pating sponsor- oi in quarter-hour seg-
ments, -tuto Goodman, rarely a- sin-
gle sponsorships. Each -how provides
for a maximum of four participations
plus an opening and closing billboard
for each sponsor.
RCA Recorded Program Services re-
ports that the biggest development of
the year for them has been the new
growth in the popularity of their soap
operas. This, according to A. B. Sam-
brook, manager of the company, indi-
cates a new interest on the part of sta-
tions in strengthening daytime pro-
LTaminj.'.
I he firm offers three soap opera-:
Dr. Paul, fun/ Mary and Betty and
Bob. The first-mentioned Dr. Paul was
acquired h\ RCA in the past vear (af-
ter having been sponsored for \ ear-
on NBC b) Wesson Oil and Snowdrift
Sales and having rounded up big rat-
ings). Since then, the company has
been promoting these shows to stations
in a package 15 minutes id program-
ing a day, five days a week — at a spe-
cial price.
Sales of these soaps have risen more
this year than sales of anv other t\pe
of show they offer, states Sambrook.
RCA"s syndicated stable also includes
musicals, drama-, mysteries, juvenile
and sport shows, 21 series in all. out-
side the soaps, ranging from half-
hours to five-minute show-.
Stations are running the serials
largel) in the morning, to build a day-
time women- audience early in tin-
day. They are selling them primaril)
in full quarter hour- ' rather than par-
ticipations > . with bakeries and dairies
two predominating types of sponsors.
There are enough episodes of these
three serials to enable them to run for
year.- on a Btation, -a\- Sambrook, and
more can be produced: Dr. Paul has
almost 1,000 episodes; lunt Mar\.
605; Betty and Boh. 390.
With the renewed daytime trend.
soaps will be even more popular among
212
SPONSOR
It won't help you
if it's not available
In Los Angeles, San Francisco and San Diego you
can woo customers into your stockade through the
open gates of KHJ, KFRC and KGB. Consistently
good ratings are available ... to you . . . with no
fences of elusive high ratings so often quoted but not
available when you want them.
Low, low daytime rates apply to nighttime too, on
Don Lee's three key stations that cover California's
three prime markets. Singly or together, you'll find
KHJ, KFRC and KGB are your best buys ... at the
lowest cost per thousand. For programs or spots
that are available ... to you . . . corral your Don Lee
or H-R Representative today.
KEY STATIONS OF
DjOJfi L EtB
RADIO
Represented Nationally by H _ R REPRESENTATIVES, Inc.
12 JULY 1954
213
stations in the i oming i ths,
. ,i-t- Sambrook. Since m< --i othei syn-
,11, ated Bhowa issued b) l!< \ and the
othei 51 re made foi evening
broadcast, there will be a - orrespond-
inglj IM , reased need foi othei daytime
shows ,i- well, I"- states.
( li.ii les Michelson also notes new
ai h\ it\ w ith his soap operas. He re-
ports thai several large independi nl
stations have rei entl) boughl The Life
of 1/,/m Sothern and Pretty Kitty Kel-
ly, mainl) Foi before-10-a.m. program-
ing. II'' ;il-" finds thai mysteries are
■
in demand, is cui rentl) working \\ ith
three radio reps h ho plan to clear at
I, asl an houi each weekday evening
on theii several stations to i un a block
.if his half-hour mystery shows across-
the-board.
Program, sales services
Q. What new trends are there
among the radio program and
sales services?
A. What have been referred to in the
past .i- "music libraries" or "library
services" are todav more accurately
described as "program and sales serv-
ii \\ i, rid Broadcasting,
lii \"- Thesaurus and Lang-Worth
w, i, suppliers of musi< transcriptions
foi radio stations; today they not only
pro> ide a librarj ol 5,000 or more mu-
sical sele lien- pin- complete scripted
and la el) . all-e.t. i programs, thej
also aid stations in Belling these pro-
grains and other time as well. I hej
prov i le recorded jingles for a \ ai iety
ol -i 30rs, I'M" linn-- and colorful art
to help the local salesman sell the cli-
ent, tips on radio selling methods,
merchandising material foi local ad-
vertisers, among other sales-boosting
services (see article in SPONSOR, 17
\la\ 1954, page 50).
Willi all these aids provided by the
program and sales services, a local ra-
dio station has something tangible to
oiler an advertiser. The radio sales-
man no longer has to go out "cold" to
trj and sell the local drug store or
taxi cab company on the idea of buy-
ing a program or participation. W hen
he steps out to sell the jeweler or the
super market across the street, he has
on hand a battery of catchy commer-
cial jingles and "lead-ins" specially
tailored for the t\pe of prospective
is Dixie's f« s
air traffic increases
^ £are further proof that
MIAMI
,o>N'» n 9 Kev barker
%0* Last year, Miami was the nation's
No. 1 Port of Entry for air passengers
from foreign shores . . . and ranked 2nd in the
nation in total number of plane movements !
And, the first four months of '54 already show
number of passengers up 1 5.5%, Air Cargo up
7.5%, Air Mail up 14.9% ! Kinda' bears us out
that they keep flocking in . . . not only on
wheels and rails, but on wings, too !
Call your Hollingbery Man and let him tell you
what a whale of a job WIOD's doing every
day in this newest of all Key Markets !
James M. LeGate, Genera/ Manager
5.000 WATTS . 610 KC . NBC Affiliate
National Rep , George P. Hollingbery Co.
Miami
Fl OR,da
sponsoi he is visiting. He can al-o
offer a variety of other commercial
pegs, -ii' li as holiday and special-oc-
i asion < ampaigns, with which the spon-
sor can tie in.
I hen has been an increase in the
demand among stations for -how- in
which multiple participations can be
-old. according l<> -poke-men for these
In in-, pointing to an increased intere-t
on the part of advertisers in buying
Local radio participations- -especially
in -how- with big-name stars such a-
lhe-e services supply.
To help meet the demand for top-
star show- which can be used as par-
ticipating vehicles and which require
no scripts oi Bpecial announcer-person-
nel, W orld Broadcasting has come up
with what it <all> it- "ComET" Plan
lan abbreviation for "'complete elec-
trical transcription" l . The plan was
first announced at the NARTB Conven-
tion and will be formally launched by
World station-subscribers on 15 Sep-
tember, according to Pierre W eis. gen-
eral manager of W orld.
W orld's ComET Plan feature- The
Betty Grable-Harry James Shoiv de-
signed to run one hour a da\. five da\s
a week for 52 weeks 1 260 show- a
year). A husband-wife chatter-and d.j.
show in which the two big-name stars
do all the introducing of numbers 1>\
leading hands and top-star vocalists,
it has room for 15 commercial an-
nouncements i 12 one-minute, three
half-minute slots); stations can sell
these to sponsors individually or in a
varietv of combinations.
This is the first time W orld has pro-
duced a show of this length and type
ail on an e.t. and with no script, open-
end st\lc i the station selects specific
vocal or band selections indicated on
the e.t and at the proper time plavs
them on another turntable i . It is
available only to World subscribers at
a nominal charge of SI per show and
to date some 325 stations have signed
for the plan. These include contract
extension- and renewal- as well as new
subscribers, among them big network
powerhouses seeking programing to
fill evening gap-.
The increasing interest of the big
network stations in their services is
significant, says Wei-: as the networks
offer less and lc-s in the way of pro-
graming, he declares, services like
World which can provide the stations
with attractive big-name programs,
214
SPONSOR
He reaches customers in kitchen and car
Want to talk to the lady of the house while she's
preparing the evening meal? Want to get the ear
of her husband while he's driving his car?
Then let Hal Morgan tell your food, beverage,
drug or automotive story on "Morgan's Matinee"
- — the sixty-minute show with double-barreled
appeal for homemakers and motorists alike.
From 4:00 to 5:45 each weekday afternoon,
Hal Morgan serves up a blend of good music, news,
weather, time and road conditions . . . preferred
fare for the man driving home from work, and
for the homemaker in the kitchen.
While Morgan is on the air, Greater Cleveland
traffic is at its peak. Over a quarter-million motor-
ists are on the move — 90% with car radios!
During this same period, radios are tuned to
Hal Morgan by busy homemakers.
Reach customers in a mood to buy — on
"Morgan's Matinee"! Participations and quarter-
hour segments available. Check your nearest
Christal office today.
THE STATION WITH
4/2 MILLION FRIENDS
IN NORTHERN OHIO
CBS— Cleveland — 50,000 Wafts
The Peoples Broadcasting Corp.
Represented by The Henry I. Christal Co., New York
In Canada by Radio Time Sales, Ltd., Toronto
12 JULY 1954
215
w ill l>c more important to them.
In line- uiih the growing demand
i i 1 1 ■_• |n ograms, \\ orld is
planning about six new five-a-week
ted hall-limn and quarter-houi
musi< .il shows.
\\ 01 l<l boasts ovei 1,000 station-sub-
si ribei -. repoi ts thai its production
budget foi the firsl sis months ol L95 1
m i- up 15' ■ "\ ei last j eai .
lit \- Thesaurus also stresses as the
important trend ilii- year the increas-
ing use "I participating announi ements
in librarj sei \ ice shows rather than
single sponsorships. I he) hax e de-
signed — i j < 1 1 new shows as Penthouse
Party, hosted b) Nelson Eddj and fea-
turing top \ "■ .il stars, to cai i \ up to
seven participations <>n one haif-houi
stanza, and Welachrino Musicale to
provide foi foui announcements per
quartei hour. Each show, however, is
flexible and can be -<>ld b) stations in
a variet) <>l ways.
Reflecting the ever-increasing Bales-
consciousness in the field, ilii- year fur
the first time, Thesaurus has made
available merchandising and point-of-
sale material to the sponsors of one
id ii- ~h< iw -. The Hour of Charm i with
1 % ^i*** 09 "*!*
V,»\s
IktwCs tgowtfilil Words,
^rhtr, j*d wt'vtqot
cattle <jnd oil wellsib
b<3ck ikctiL up/'
• KTUL blankets the rich 22-county area of Northeastern
OKLAHOMA where 805,000 people have an effective
BUYING INCOME of $1,064,307,000 and SPEND
S696,809,000 annually on merchandise. KTUL is a
welcome "salesman" in 242,360 RADIO HOMES in this
fabulous Market!
• For the complete, graphic story of KTUL's TULSA
MARKET, write to George Ketcham, Promotion Director.
CBS Radio
in
Northeastern
OKLAHOMA
KTUL
Affiliated
with
KFPW
Fort Smith, Ark.
L. A. BLUST, Jr., Vies Pros. -Gen. Mgr.
AVERY-KNODEL, Inc., National Rep.
Phil Spitalny's all-girl orchestra;.
Starting in August, Thesaurus sub-
scribers will receive the Grst selections
in a new series of "Sell Effects" sin-
gle-word transcriptions designed to tie
in with local commercials (these are
in addition t<> the firm's Binging jin-
gles).
In May, Thesaurus launched a new
five-minute musical <|tii/ show, Quickie
Quiz, representing a somewhat differ-
ent programing approach for the firm
(whose 3 1 shows in half-hour and
quarter-houi lengths arc largel)
straight musicals with top-name vo-
calists and band leaders). Featuring
Ralph Flanagan and orchestra, it i- an
audience participation !>it express!)
designed ti> ti<- in with local events and
sponsors connected with them. Ten
five-minute shows are available each
week, and most stations run two a day.
\rtists in Thesaurus shows include
such names as Eddie fisher. Johmrj
Desmond, June \ alii. Beatrice Kay,
Fran Warren, Sannm Kaye.
Lang-Worth Feature Programs re-
ports that it has increased its < ustomer
list 1>\ 25^5 since 1 September 1953.
"'We are todax re-signing radio sta-
tions that two or three years ago de-
cided to get along without a program
service." sax- Lang-Worth President
C. O. Langlois.
in the planning of new programs,
Lang'Worth is now working hand-in-
glove with a committee of executives
from sex rial advertising agencies all
over the countr) to bring in a practi-
cal advertise] viewpoint Rather than
design shows merelx to attract audi-
ences as in the past and for single
sponsors, Lang-Worth has revamped
its approach to a more sales-conscious
one. is now gearing programs toward
the much-in-demand multiple sponsor-
ships.
First of the new-type -how- i- the
Russ Morgan Show, a dailj 30-minute
-tan/a with fixe one-minute availabili-
ties per program which will start (>
September. \t presstime, it was sold
in 504 markets. It is a new departure
for Lang-Worth in more ways than
one. It i- the first show that the firm
i- marketing individual!) — that is. to
non-subscriber as well as subscriber
stations. It i- also the firm's first show
for which no script is needed — the m.c.
role is taken oxer b) the -tar. in the
style of open-end show-, while the lo-
cal d.j. plays the tunes. There is a big
need for this open-end type of Bhow,
216
SPONSOR
Announcing
the appointment of
H-R inc.
as the National Representative
for Radio
1 333 iT
O M A
Another step toward even better service for KOWH advertisers is the appointment of H-R Inc.
as National Representatives for "America's Most Listened-To Independent Station."
And just to cinch the "Most Listened-To" title even more firmly, KOWH just completed its 32nd
month in first place in Omaha by setting a newrecord. With a day-time r/itnig of -f6.2 (, , KOWH
has just topped the mark for share of audience in a six-station area.
And with an average like that, any spot vou pick at random has a better than even chance of
delivering you a bigger listening audience than a spot on alt other Omaha-Council Bluffs stations
combined!
JH4
•VCONTINENT BROADCASTING CO.
General Manager; Todd Storz
KOWH WTIX WHB
Represented by Represented by Represented by
H-R Inc. Adam J. Young, Jr. John Blair & Co.
12 JULY 1954 217
HUNTINGTON, WEST VIRGINIA
SERVING 3 STATES -
says Langlois, and more will follow
from l.ang-\\ orth.
This year Lang-Worth made a tran-
Bcribed Bales lecture course available
to subscribers titled "Selling and Ser-
vicing Local Radio \ccounts settiiif.'
fortli basic groundwork in radio Bell-
ing as well as new angles and ideas.
The company plan- to continue these
aids, transcribed by President Lang-
lois himself. It also plans additional
releases of musical commercials which
have been extremely popular with ad-
vertisers, reports Langlois.
Associated Program Service ( a di-
vision of the Muzak Corp.) now has a
"permanent" library of some 7.0(H)
musical selections plus -ales aids \\hi< li
it rents to subscribers, plans no change
in ibis setup right now. Its collec-
tion includes musical production as-
sists such as themes, fanfares, bridges
and sound effects. Selling aids, aside
Irom time and weather jingles and ad-
vertiser lead-ins, feature a series of
transcribed sales talks b\ former APS
V.P. Maurice B. Mitchell (now Presi-
dent of Encyclopaedia Britannica
Films i . designed to be run off at sta-
tion sales meetings.
APS rents its librar\ at a monthly
rate of $62.50 to all stations, regard-
less of size, on a minimum three-year
contract. It currently has 483 subscrib-
ers.
Although APS no longer issues new
releases or services, in the past 18
months it has had a higher net than
at any time in its history, according
to Edward Hochhauser Jr.. vice presi-
dent and general manager. The reason
is that it operates at minimal cost, via
direct mail.
Pop. light concert and dance music
dominate the APS librarv. though n<>\-
elty, hillbilly, band and religious selec-
tions are included. Featured are such
names as Rosemary Clooney, Guj Mil-
died. Vic Damone, Errol Garner, Xav-
ier Cusat.
Farm radio
Q. Isn't most farm programing in
rural areas?
A. Obviousl) a great deal of farm
broadcasting is done by stations lo-
cated in predominant!) rural areas.
However, <>!'< of the radio stations
and 17', of the t\ Btations responding
to Program Guide questionnaires said
the) carried farm programs. [Pro-
gram Guide is the breakdown on local
I . S. radio and tv programing re-
centl) published by Sponsor Services
Inc.) Included in the list of stations
with farm programing are such urban
nutlet- as \\ \B'I (tv), WABC and
WOK. New York; WGN-AM-TV,
\\ M \0. \\ NBQ, \\BBM-\\1-T\ and
\\ LS, Chicago, and other outlets.
(For details on the farm market.
see SPONSOR'S special farm section, 18
October 1954. See al-o Farm t\. page
102.)
IN'egro radio
Q. What's the most important
thing to remember when selling
to Negroes?
A. Best ie-uli- come from using Ne-
gro performers or announcer-. Never
use artificial Negro speech; let the
station rewrite your commercials, if
necessan. to -uit its market. Consis-
tence in .Negro advertising is impor-
tant as with all advertising.
Q. How many Negro stations are
there in the U. S.?
A. Program Guide li-ts 22 statinn-
Agencies! Advertisers!
... be among the FIRST to
profit from the NEW Tucson,
Arizona Metropolitan Area!
• 141,216 population - 1950 census
• Tucson - 167 Quality of Market Index
Get FREE FACTS from
Tucson's Scott Henderson
Advertising Agency
Call, Write, Wire, TODAY!
Other ways the Scott Henderson Advertising
Agency of Tucson con help you and your
product:
• Your product in on expanding market
needs attention. The Scott Henderson Adver-
tising Agency knows the Tucson Metropolitan
Area. It con select medio, do spot checking
of distributors and retailers, handle research
and billing.
• Ask about our special radio and TV
packages; also spot availabilities on top
shows.
I
Dial 3-5425
I
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Tucson, Arizona
I
SPONSOR
■■
1953
289 Pages 682 Pages 889 Pages 951 Pages 1254 Pages 1357 Pages 1608 Pages
SPONSOR
The magazine radio and tv advertisers use
SPONSOR builds on a solid basis. Our policy: turn out useful issues and the
advertising will follow. This common-sense approach to tv and radio trade
paper publishing has appealed to station advertisers increasingly since
our first issue in November 1946. Our promise for 1954: new, improved
use departments, more use articles for buyers of radio and television.
which are L0095 Negro programed
and 82 othei stations h ith a i onsider-
able am. .mil ..I Negro programing.
I here were '<' I -i.iin.n~ re-po inline t>.
the Guide questionnaires i2V, «>f the
total respondents) which program at
I. .1-1 partiall) l"i the Negro audience.
Q. What's new in Negro radio?
A. Possibl) ill.' latest in Negro pro-
in- i- the National Negro Net-
u..iL which aii- Rub] I (dentine (a
serial Btor) i on I '. -l.ilion-. Sponsors
include Pel Milk. I'hilip Morris cig-
arettes and Wriglej gum. \n interest- The Negro market represents a lot of
rag la. t i- that representatives for money, too. In the Birmingham area,
Negro stations told sponsor that "tv for instance, more than 240.000 Ne-
ts not hurting Negro radio at all; it's groes spend more than §248 million
-till an untapped goldmine." ever) year.
Q. How big is the Negro market?
A. The Negro market i- bigger than
\oii probabl) imagined. After all. one
..lit of 10 Americans is Negro. In
New V.ik alone there an- more than
one million Negroes which exceeds
the entire population of Pittsburgh,
Boston, St. Louis or San Francisco.
The Night the Stars Came Out
If the stars came out only one night a year, what an audi-
ence they would draw. And if WIBW broadcast only one day
out of 365, what a rush there would be for availabilities.
Fortunately for advertisers, WIBW is on the air every day
from dawn to midnight. To the farm and small town folks
who make up our audience, we're as dependable as the North
Star . . . dependable in our services in their best interests.
That's why WIBW consistently continues to be the sta-
tion that Kansas farm folks listen to most — the station where
RESULTS make it the first choice of sales-minded advertisers.
7 to I 95 I,
WIBW - CBS Radio, Topeka, Kansas
Ben Ludy. Ccn. Mgr. WIBW - WIBW-TV and KCKN
Classical music*
Q. How popular is classical music?
A. During \')S2 Hast \ear for which
figures are available.) 30 million peo-
ple paid $45 million in admissions to
hear good music concerts in the U. S.
I hat wa- fixe million more than the
number of people who attended all
major, minor and no-league base-
hall nam.-.
Surveys indicate the average income
of people who listen to good music
radio stations is S7.000 — double the
national average. There are five lime-
as many people earning $15,000 or
more who listen to good musk stations
than those who listen to other stations.
Half of all good music listeners own
their own homes i •)()'. of the non-
apartment dwellers who listen to good
music stations own their homes
Q. Exactly how big is the good
music radio audience?
A. Good Music Broadcasters, Inc.,
reports that its 14 member stations
have a total audience of more than
two million people. In addition to
these 14 stations, sponsor's Program
Guide also lists 125 other stations pro-
graming more than 10 hours weekly
of good music. There are 922 stations
i 01 ' i of the Guide's respondents I
who program one or more hours week-
lv of good music. The audience of
these stations can only be conjectured.
Q. What kind of sponsors use
good music stations?
A. Leading good music advertisers
include Air France. Macmillan Co.,
RCA Victor I for its hi-fi equipment I .
Holiday. Reader's Digest, Atlantic
Monthly. Hukwa Tea. Cadillac. Buick.
French Tourist Office and manv others.
Folk music*
Q. Do mostly hillbillies listen to
folk music?
A. According to Program Guide the
majority of people like folk music
220
SPONSOR
(sometimes called Western and hill-
billy). For 65$ of the Program
Guide respondents (995 radio sta-
tions) reported folk music program-
ing. There are at least 230 stations
which schedule more than 20 hours
weekly of folk music and at least seven
outlets program nothing but folk
music. These stations are not all high
in the Ozarks, either. For example,
WARL, Arlington, Va., a suburb of
Washington. D. C, is a 100% folk
music station serving the cosmopoli-
tan, sophisticated capital city. One of
the nation's best-known stations —
WSM. Nashville — broadcasts 39 hours
weekly of folk music. KXLA, Los An-
geles and KVSM, San Mateo (a San
Francisco suburb) are 100% folk-
music programed.
After-midnight radio
Q. Who listens to the radio after
midnight?
A. Most people think factory work-
ers on the graveyard shift are the only
souls exposed to post-midnight radio.
As American Airlines can testify, how-
ever, a large group of white-collar
workers also is up late. The airline
has Music Till Dawn on six major
stations (see "10 top case histories,"
page 45). The show is aired from mid-
night to 5:00 or 5:30 a.m. on the out-
let 1 ;, draws hundreds of letters weekly.
There were 264 U. S. radio stations
with post-midnight programing which
responded to Program Guide question-
naires. This represents about 18% of
Program Guide respondents.
About 5% of the respondents — 75
stations — operate 24 hours a day.
About 80% of the stations schedule
pop music. Other programing includes
chatter and interview, folk music, light
classical and classical music.
Religious and gospel
Q. How many stations put on
religious gospel shows?
A. As might be expected, the Bible
Belt contains the largest concentration
of radio stations specializing in re-
ligious and gospel programing. How-
ever, such programing is not entirely
confined to one area, for 54 f i of all
Program Guide respondents feature
some religious programing. About 100
12 JULY 1954
stations offer more than 10 boms of
such programing weekly, of which 25
are on Negro-appeal stations. Some
stations program far more than 10
hours weekly; KGFR, Los Anjzelo.
carries more than 70 hours a week of
religious programing.
Foreign language
Q. Is foreign-language program-
ing still important to advertisers?
A. At least 50 national ad\ertisers
believe foreign-language programing
is importanl enough to continue to al-
ii" ate money for it. Ami more new
sponsors are usiiij; lorcign laiifiuafii-
programing all the time. * Vmong the
recent entries: Italian Fines" pun-hax-
of Travel Diary over WOV, New
York. I
Q. The foreign market is sharp-
ly declining though, isn't it?
A. Ten years ago a leading New
York agency told its clients that "in
a decade there will be no such thin";
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Two transcribed productions starring
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For auditions and further information contact:
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In Mexico: Fr.mantle Radio y Television, S.A.
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36-28-17
221
.i- .i foreign-language market in tin-
I . S." It based its prediction <>n limit-
ed immigrant quotas and othei f ai •
t « » i s. Now. howe\ ei . t ht- agem \ i^
telling clients thai "the foreign market
continues to 1 »« - a vei j importanl fa< -
tor in advertising."
Q. But isn't the foreign market
group — like everyone else — leav-
ing its own neighborhoods in
downtown areas and scattering to
the suburbs of cities?
A. Milton Guttenplan, vice president
..I I mil Mogul Co., told SPONSOR tli;it
there had been a trend to the Buburbs.
"Bui tlii- most!) affects distribution
<>f produ< t- t«>r these groups," he said.
"'It ma) change distribution patterns.
It doesn'l and won't affect radio ad-
vertising; radio covers the Buburbs
anyway. \nd radio continues to have
entertainmenl appeal thai these groups
Beek out and enjoj .
Q. Where are the major foreign
markets?
A. \- a rule of thumb, chief foreign
YOU CAN E
THE NATION'S 14th
OMINATE
LARGEST MARKET
~i
RADIO
WGR
BASIC NBC
Buffalo's FIRST Station
The "merchandising-minded"
station that is always bought
first by advertisers who want
to sell their products.
WGR s Salesmen of the Air:
JOHN LASCELLES
the Morning "Musical Clock" Man
Reggie and Bill K EATON
Mr. and Mrs. Buffalo"
BOB GLACY
in "Glacy's Basement" Late Show
BILL MAZER
Sports As You Like Them
HELEN NEVILLE
The Homemaker's Friend
PLUS complete news and special event coverage
Free and Peters — National Representatn t j
l_ J
STATIONS THAT SERVE BOTH THEIR AUDIENCE AND THEIR ADVERTISERS
I " I
TELEVISION
WGR -TV
BASIC NBC
CHANNEL
The new opportunity
for complete, integrated
product domination
in the nation's 14th
largest market.
ON THE AIR
THIS SUMMER
SO IT'S NOT
TOO EARLY
TO MAKE
YOUR PLANS
Headley-Reed - - Sati^nal Representatives
I I
OWNED AND OPERATED BY WGR CORPORATION
markets are the older urban manufac-
turing centers, sponsor's Program
Guide listed 285 radio stations carry-
ng foreign-language programing (not
including Spanish; see separate para-
graphs foi Spanish-American radio
t\ I. This is nearlj 20' i of the total
respondents to tin* Guide question-
naires. Pennsylvania had 37 stations;
California, 30; New York, 29; Michi-
gan, 23: Massachusetts, 18, and Ohio
17. The stations program to 31 differ-
ent nationalities.
Mexican-American
Q. Are there two kinds of Span-
ish-speaking groups?
A. ^ es. One is made up of immi-
grants largel) ; this is the Puerto
Rkan {.'roup which centers in New
^ • > ' k City. I In* othei segment is the
Mexican group.
The Dept. of Commerce and others
consider the Mexican-American -.'roup
at least 300 years old. And it's bi^:
there are about three million Mexican-
Americans throughout California. \ii-
zona. New Mexico. Colorado and
Texas.
Q. How do individual markets
rank?
A. Richard O'Connell, New ^ ork
station representative with a number
of Mexican-American stations, com-
piled Dept. of Commerce. Chamber of
Commerce and Census figures, as well
as reports from several other organi-
zations, to arrive at this breakdown:
Los Vngeles County, 550,000; San
\nlonio. Tex., trading; area (includes
1(1 surrounding counties), 400,000;
the 65-mile strip of the Lower Rio
Grande Valley, Harlingen. Browns-
ville, 350,000; Corpus Christi trading
area. 110,000 to 125,000; El Paso-
Juarez trading area. lOO.Ooo; Houston
trading area. 90,000; Laredo. Tex.,
trading area. 00.0(1(1: \ustin trading
ana. 80.000: Albuquerque trading
area, 80,000; Phoenix trading area.
75,000 and Tucson trading area. 50,-
ooo. The rest of the population is
divided fairlj evenl) within the rural
valleys ol South Texas, the Imperial
\ allc\ and San Fernando Valle) (both
California), along the rest of the
Texas-Mexican border from Laredo
northwest !<> El Paso.
222
SPONSOR
Q. Do these Mexican-Americans
have any program preferences?
A. The Mexican- American's natural
infatuation with music makes music
the backbone of programing of any
good Spanish station. According to
Richard O'Connell. next in popularity
"is the real blood-and-guts type soap
opera which goes to much greater
lengths in realism than do our Eng-
lish soap operas. They, for instance,
think nothing of having an illegitimate
child in the script about to he born.
However, due to their religious taboos,
the child must either die at birth, the
mother must die at birth, or, as rarely
happens, the father must show up at
the last minute and marry the mother.
This is just one example of how real-
istic Spanish soap operas can get . . ."
I in radio
Q. What is the outlook for fm?
A. Veteran fm men say they have
reason to be optimistic. They give
three reasons: multiplexing, hi-fi.
more fm sets.
Q. What is multiplexing?
A. It's a way of broadcasting two
signals on the same channel. It en-
ables part of an fm channel to be used
for non-broadcast purposes while regu-
lar fm "home" broadcasting continues.
This squeezes more uses out of a single
channel, gives fm more opportunities
to make money.
Example: While an fm station is
broadcasting classical music to the
home audience, it could also beam
background music to restaurants and
offices. The background music could
be broadcast without interfering with
the "home" broadcasting. A third ser-
vice, music for stores, could also be
broadcast simultaneously.
At the Chicago NARTB Convention
last May, FCC Commissioner George
E. Sterling indicated that the new rule
allowing stations to do multiplexing
(officially known as FCC Docket No.
10832) will soon be put into effect.
He was careful to state that multiplex-
ing would be an "adjunct to fm, not
a replacement for it. . . . It may give
fm the revitalization it needs."
Q. Is hi-fi a factor for sponsors
to consider?
A. Virtually every big maker of elec-
tronic gear is trying to cash in on the
hi-fi market. Once confined to smaller
firms, now RCA, GE, Philco. Zenith,
12 JULY 1954
Pilot and others are making a stum-
pitch for hi-fi business. Henr) G.
Baker, RCA vice president I home in-
struments), says there will be "$300
million spent on hi-fi equipment dur-
ing 1954."
This will affect fm. The majority of
hi-fi rigs (ranging in price from $150
to several thousand dollars I have an
fm or fm-am tuner. "These hi-fi fan>
aren't buying an fm tuner just to look
at," one dealer told SPONSOR.
Various fm stations have reported
an upsurge in husinos from lii-fi deal-
ers and record companies.
Q. What sponsors should make
an effort to reach hi-fi homes?
A. Hi-fi is a great delight of the
upper middle class. With a minimum
investment of $150 required — and the
average running around $500 to $800
— it's obvious that hi-fi enthusiasts
who listen mainly to fm constitute a
quality market. Better automobiles,
FABULOUS HOUSTON
NOW
OKOKO^(OKOKO
M-DAY JULY 3, 1954
with
iiLlih
61
on Every
Dial
Texas' Largest Full Time
Independent Station
ASK THE WALKER REPRESENTATION CO., INC
223
travel and transportation firms, dis-
tributors "I fine wines all these are
"naturals.
Q. Besides the hi-fi fm sets is
fm set circulation growing?
A. Not <>nl\ is the numbei ol Em
sets manufactured steadil) i it not
spe< 1,1. ill. ii K i iii< reasing, but also
two new areas ol Em listening recently
have been opened. Now j ou can buj
both .mid radios u iili lin and portable
radios w iili lm bands.
WILDROOT
i ( ontinued from page 1 1 1
l!ill\ \\ illiams, now has his own
group I . I he program was aired Mon-
<la\ evenings, ran 15 minutes.
I he ~li"\\ never ^>>i ofl the ground.
It- average rating was 1 .8. I he sale
ol \\ ildrool hail tonic did not surge.
For six long years Wildrool aban-
doned all plans foi extensive radio ad-
vertising and turned to other media.
B) late 1942 the memorj of W Lid-
root's -.i<\ radio experience had laded.
for quick, easy reference
to your copies of
SPONSOR
get the durable new
Sponsor binder
looks liko a million . . .
costs only
$4_
SPONSOR
40 E. 49th St.
New York 17
□ $4 one binder
] $7 two binders
Please send me Bindei holding 13 issues and bill me Inter.
Firm _
lil d I ess
(in
Zone Slate
W ildrool had j u>t brought out it> now-
Famous Wildroot Cream OiL And
Maurei had just written Id- '"Wildroot
I ream Oil Charlie" jingle. After in-
troducing Cream Oil in October and
Novembei via Sundaj supplements,
Maurer used Bpot radio on a market-
by-market basis (at that time the 100-
markets map bad nol Keen figured
out i . \- BOOn as one market had been
established, Wildroot began spot ra-
dio in another area.
I se ol Bpol radio increased year 1>\
yeai mini, during 1944, Wildroot was
said to have Bpent more for spot than
an) othei advertiser, [n those days,
recalls Maurer, network radio was the
big thing and it was unusual for a na-
tional advertiser to use particularly
heai \ spot campaigns.
Despite his satisfaction with spot, b)
1945 Maurer decided the firm was
read) for network radio. It had been
nine years -in<<- the compan) had been
in network radio.
The first show featured the Wood)
Herman hand. A \ear later Wildroot
-witi hed to Sam Spade. The private
eye was sponsored b) Wildroot for
four and a quarter years.
\ I ii ml the same time, Wildroot
bought the Kini: Cole Trio. This group
was sponsored b) Cream Oil for a
year and a hall.
After droppin-j Sam Sjxide and the
Trio. W ildroot picked up The Shadou
and. later. Twenty Questions on MBS
phi- Charlie It ild on radio and tv. It
continued these network programs un-
til 1953 when. Following completion of
the 100-market breakdown and the 100
different advertising budgets, Wildroot
dropped network radio and put its en-
lire > 1 . 1 million air budget into spot
"You'll see that we had several cri-
teria for network radio," Maurer ex-
plains. '" Ml the -Imw- we sponsored
we got just as the) were on their wa\
up in popularity. We kept them until
the) reached their peak, then turned
to new programs.
" \ll the -how- had a young follow-
ing as well a- an audience that had
prett) good male listening. The) were
aired at a time when we'd reach men
both young men and older men.
You see, we're serious about getting
our message across to a young audi*
ence.
"You might -a\ we tr\ to catch 'em
both on the wa\ up— both programs
and kid-.
Significant as hi- big colored map
224
SPONSOR
and 100-hudget breakdown is to Man
rer. they're not the most important ele-
ments in Wildroot's advertising strat-
egy-
"Ideas are most important, lie ex-
plains. "Exciting ideas, with the right
kind of copy. Of course you need a
good product to begin with. You've
got to be honest. But aside from those
basics, I believe ideas are most impor-
tant."
Maurer is himself an idea man. He
doesn't leave all the creative thinking
up to BBDO. "I have my own creative
man, too, Earl Obermeyer. Good idea
man, excellent writer. Earl, the agencj
and I all work together on ideas."
Possibly Maurer's most exciting ( he
likes that word ) idea was his "Wild-
root Cream Oil Charlie" jingle.
When Maurer hears the jingle, he
visualizes a couple of vaudevillians
with their canes, striped trousers and
straw hats a la the Happiness Boys.
"For one thing that jingle is happy.
And I believe it's important to have
happy commercials. People like to be
happy. They like to be associated
with happy products. Our jingle sort
of gives them a lift, makes 'em feel
good."
Every line of the jingle contributes
to its selling message. "Take the first
line — 'You'd better get Wildroot Cream
Oil, Charlie'' — where you ask the lis-
tener to act. The second line gives
him the reason why — 'It keeps your
hair in trim.' The next line tells more
about the product — 'You see it's non-
alcoholic. Charlie; it's made with
soothing lanolin.' The next line re-
peats the demand for action — 'You'd
better get Wildroot Cream Oil, Char-
lie; start using it today.'
"We even throw in sex. The next
line goes, 'You'll find that you ivill
have a tough time, Charlie, keeping
all those gals away.' And so it goes."
This year's Wildroot campaign is
centered around Al Capp's cartoon
character, Fearless Fosdick.
"Coming into 1954 we had, in ad-
dition to the annual problem of where
were we going to tell our story, the
problem of what we were going to say.
"What, besides our jingle, did we
need? We needed some exciting way
of dramatizing the jingle. We wanted
a new way of getting the jingle to the
public.
"Having Fearless Fosdick is like
having a Godfrey or Crosby — he's an
audience getter, a salesman, a charac-
12 JULY 1954
ter that symbolizes Wildioot Cream
Oil."
Before definiteh signing with Capp,
however, Maurer ran a split-run tesl
in which Fearless and a conventional
cartoon strip were used. Both cartoons
were on the comics page. Both had
the same position.
When readership sur\e\s were
made, the Capp cartoon outpulled the
other strip by such a great extent that
says Maurer. "we could do only one
thing — hire Fearless Fosdick."
I lir rompain's radio and tv com-
mercials also feature Fearless Fos-
dick, as well as point-of-sale material,
sales letters to distributors and all the
rest of \\ ildroot's advertising and mer-
chandising.
"I earless is our •iimniiek ilii- \ear,"
Maurer explains, "and we'll exploit
him to the fullest extent."
\\ hen it comes to giving people
ideas, Maurer warms up to his theory
that the advertising agency shouldn't
be responsible for every new idea.
"I believe we're BBDO's second old-
est client. We started with Alex Os-
born — the old Remington Agency
(Buffalo), stayed with the merged
How You jSro nna Keep'em
1 KANSAS SHOWS
1 18.6%
MANUFACTURING,
EMPLOYMENT GAIN /f
YOU CAN'T WIN WITH THE
RURAL VOTE ALONE ! !
Labor Department figures show Kansas tripled the national
average and ranked fourth of all states in percentage of
manufacturing employment gain in 52-53. Much of this
growth is centered in WREN's backyard. You can no longer
cover Kansas with a farm station alone. Bolster your sched-
ule with WREN — top buy in Topeka and wealthy Eastern
Kansas.
5000 WATTS
ABC
TOPEKA, KANSAS
225
I
Batten, Barton, Durstine & Osborn.
"1 mil agenc) baa to be a partner in
\ <>ii i business. You bave to tell the
agenc) everything about your com-
pany. Don't look upon the agenc) as
an idea machine. It Bhould be \ < »n 1
Belling partner. You're IniiIi in busi-
nese to make money, Maurei <>l>-
Berved.
Maurei fia\c thi- description ol tin-
W8) \\ ildroot work- with BBIM):
"Our account executive i- Man I).
Lehmann, who is assisted l>\ iwo as-
REASONS WHY
KOA's Western Market
is the place to intensify
k. your farm and ranch selling
V right now!
2.
Income is higher through the
year! Farm and ranch income
in the Western Market
is 74.3% higher than the
national average!
Bistanl account exe< utives Ja\ S. Lar-
man and Stuart Hample; also a media
director, \\ illiam Decker — all working
out of BBDO's Buffalo office. Our New
^ « » 1 k coordinator and Cal Friday is
Gertrude Scanlan, and I think it would
be -afe to say that a group of BBDO-
ers— upward of 35 people Bpend all.
or pcirt time, on the Wildroot account.
"I sincerel) believe that the Wild-
root Compan) and BBDO relationship
is very unique. It is well over JO years
old and we have never had another
1.
Income is at its peak!
From now through the fall,
harvest season means
boom buying!
3.
Write today for
complete details. . .
or CALL PETRY!
KOA serves the entire Western
Market . . . more people who
can't get TV than any
radio station in America.
This regular coverage
includes 3,644,400
listeners in 302 counties
of 12 states!
KOA programs for this
market, with 18 hours
a week devoted to
FARM AND RANCH SERVICE!
D E N VE
Covers The West. . . ff&jtf'/
Dominant NBC Station — 50,000 Watts
agency — which is certainly unusual in
our kind of business. The Wildroot
advertising department is relatively
small for a firm with a $3,000,000-
plus budget I sincerely believe that
the reason for this is that we have
always tried hard to avoid client-agen-
cy duplication, and we use the agency
for almost everything that the\ arc in
a position to supply.
"We do not look upon our agency
as an idea shop, nor do we depend
on them for all of the ideas and all
creative suggestions. We think thej
are a group o/ intelligent, sound lm-i-
ne-ssmen. and they have our complete
confidence. For example, at the last
bi-monthly meeting which we had with
the A. ('. Nielsen Co., there were as
nianv agency people in attendance as
there were Wildroot people.
"You might he interested in know-
ing that the agency is called into all
of our planning at the very inception.
They are active in all of our product
testing, consumer testing and sales test-
ing. Coming right down to the la>t
foot, we feel that they share with us
an\ successes or failures that we may
have experienced."
Maurei explained that Cream Oil
was original!) a wartime substitute.
"Our hair tonic, pre-World War II.
had alcohol in it. like most tonics.
Then our supply of alcohol was cut
because of the war. Ever since 1 0.'-tT
the lab had been working on a tonic
with lanolin that was non-alcoholic.
Actually it probably was better for
\our hair. Of course some men liked
the stimulation they got from the alco-
hol tonics. But we had to sell the fact
that because ours was non-alcoholic
and contained lanolin — that was at a
time when most people didn't know
what lanolin was exactly — ours was
better."
Some observers told Wildroot the\
were making a mistake in bringing out
an emulsion tonic. "Men wont put
that white stuff on their hair." thej
warned \\ ildroot.
Maurer and Albert E. Ritchie, gen-
eral sales manager for world opera-
dons, started to test the Cream Oil in
eight markets.
They chose market- of L00,000 to
250,000 population- big enough to
• In . k results but not too big to be too
expensive or to make personal chok-
ing impossible.
Maurei had charge of four markets,
Ritchie had the other four. Each per-
226
SPONSOR
sonally supervised careful sales tesls.
"After nine weeks," Maurer told
sponsor, "we were convinced that we
had a winner in Cream Oil. And our
'wartime substitute' has turned out to
be a peacetime necessity."
The Cream Oil is today so impor-
tant to Wildroot that it gets virtually
the entire Wildroot advertising bud-
get, even though a wide variety of hair
preparations and shampoos are pro-
duced. "For one thing, the hair tonic
industry is very susceptible to adver-
tising."
Working under Maurer is a staff of
10. In addition to Earl Obermeyer.
Maurer's "creative man." there is
Chuck Dentinger, the advertising de-
partment's media director, who handles
the schedules, checking, billing details.
Arthur Zgoda edits a weekly em-
ployee newspaper I which has won two
first prizes and a grand prize for the
best publication entered in the Niagara
Frontier Industrial Editors Association
contest, judged by Northwestern Uni-
versity's Medill School of Journalism).
Zgoda also edits a biweekly salesman's
newspaper, is the company photogra-
pher, handles employee relations and
does some public relations work.
Maurer has been with Wildroot 25
years; he has been advertising direc-
tor since 1947 and was advertising
manager the preceding five years. He's
immediate past chairman of the Asso-
ciation of National Advertisers, is on
the ANA board and was a member of
sponsor's Advisory Board for its All-
Media Study, sponsor got the impres-
sion, while spending a day with him.
that he is given a free hand from Wild-
root President Harry Lehman in run-
ning the company's advertising pro-
gram. Maurer started with Wildroot
during a summer vacation while he
was attending college, liked it so well
he stayed with the company and never
did finish school. Before coming into
advertising he was a salesman.
The original batch of Wildroot hair
tonic was made by two Buffalo barbers
who had been asked by their custom-
ers for a dandruff-removing prepara-
tion. The jug in which the first tonic
was made in 1909 is in Wildroot's
archives.
sponsor asked Maurer why Wild-
root had been so successful when there
are several hundred brands of hair
tonics on the market to chose from.
"We have a good product, of
course,"' said Maurer. "It costs more
to make Cream Oil than other tonics.
Hut besides .i ii I product, von need
good selling to succeed. ^ on need In
be research-minded.
"We have two kinds of research.
One, our laboratory upstairs with its
stall of scientists. Two, our sales re-
search. We copy test, sales test, con-
sumer test. We're very cautious.
"Cream Oil was successful. I think.
for three reasons.
"It was different; an emulsion.
"It had exciting elements: it was
non-alcoholic and had lanolin.
'" I lie \\ ildrool < le.ini ( )il ( harlic
jingle helped ^i\e the product a per-
sonality . Personalit) i- impoi tant.
\\ ildrool - chiel competitors are \ i-
talis and \ aselinc.
"One reason 1 believe Wildroot lia^
been so successful," Maurer said to
sponsor, "is that we seriousl) believe
ami practice an old adage. The sales
department, the ad\ ei ti-iiiL: depart-
ment, the agency — we all follow this
adage: 'You can do an awful lot of
good in this world — if you don't care
who gets the credit'." * • *
in
the Rich NASSAU-SUFFOLK Market
Within V 2 Millivolt Signal
Retail Sales— $4,223,214,000*
754,215 families with spendable
income more than $4,000*
382,826 families with spendable
income more than $6,000*
Within Nassau-Suffolk
Saturation Area
More retail sales than 18th
ranking Metropolitan Market
($1,200,175,000)*
More food sales than 17 com-
plete states or the District of
Columbia ($364,062,000)*
«
' 740 kc c
1000 WATTS
379 NEW YORK AVENUE
HUNTINGTON, L.
TIMES TJE POWER Of JT_S
NEAREST COMPETITOR . . .
The Only Long Island Station
That REALLY SATURATES
The Market . . .
W6SM— is first in morning audience**
WGSM— has more afternoon listeners than
the combined audience of 3 of
the 4 New York networks**
WGSM— is the independent with the low-
est cost per listener in the largest
"Home Owner" market in the
world — Nassau - Suffolk - West-
chester- Fairfield, and New Haven
counties.
WGSM— rates are bassd on local value . . .
yet the advertiser receives a
bonus coverage of over 5,000,000
New York Metropolitan market
dwellers— in Bronx, Queens,
and Kings counties.
Represented by
Robert S. Keller Inc.
*SRDS Consumer Markets (1954i "Hooper
12 JULY 1954
227
WIUicA i s ^
r *illo sW
PROPHET or PROFIT?
Profit is the way WIP advertisers
measure their results!
That's why more local and national
advertisers use WIP than any other
Philadelphia network radio station.*
MBS
5000 WATTS
PHILADELPHIA 7, PA.
i/Va//wa/ ffefitesenktwes
EDWARD PETRY & CO., INC.
'Broadcast Advertisers Report
May 1954
PHILADELPHIA'S
PIONEER
V
C E
228
SPONSOR
1954: 117 MILLION RADIOS, 29 MILLION IN CARS
Here are some of the important questions you will find answered in the 11 pages of this report
l| B How many U.S. homes are radio-equipped? page 1
(| H How many ears in the U.S. have radios today? page 2
|J a 11 hat type of radio is the public huying? page S
U B How mueh does out-of-home audience add to in-home listening? page I
|| a Hon- does the male vs. female radio audience compare? page 6
l|. How many hours tlo homes listen per ilay? page 7
U. Ho if do show types compare in number of people reached? page 8
||. What's the eost-per-1,000 of network programs by types? page 9
12 JULY 1954 229
/ Dimensions of radio *s autlienee
1. How many radios are there in the U.S. today compared with 1946?
SOURCES: 1946 figure
NAB for January: 1954 figure is NBC Rodio research dept. estimate
Set until tlinthles in ii«(/n years
Since 1946, first postwar year, total of U.S.
radios has more than doubled. Sales of radios
have been continuing at a fast pace through
the years of television's most rapid growth.
57,750,000
1946
1954
2. What percent of U.S. homes have radio sets today?
SOURCE: NBC Radio research dept. estimate for January 1954
Homes with one or more radios
lludio iimim iipiiriTMil mass medium
Non-radio home is rarity. No other medium has
as high a degree of penetration. NBC made its
estimate on basis of 1953 Joint Radio Network
Committee report updated by RETMA figures.
Homes with no radios
3. What percent of radio homes now have more than one radio set?
SOURCE: "The Importance of Radio in Television Areas Today," survey by Alfred Politz Research for Henry I. Christal Co. and stations it
represents; interviews span period 13 December 1952 to 29 January 1953
23' have three
to seven sets
.■>.■>"„ homes multiple set
Politi study covered tv areas. High
proportion of homes with more than
one radio points up importance of
listening by individual members of
families to radios at different loca-
tions in homes. Chart on page 3
of Radio Basics shows where radios
are located within homes.
B A D I BASICS
/'"'/- i
4. How many cars in the U.S. have radios today compared with 1946?
SOURCE: 1946 figure from NAB, for January; 1954 figure is from merchandising publication Mart for January
Car radios boomed up in postivar i/ear.v
Since war's end number of cars equipped with radios has almost
quadrupled. Total car radios now of over 29 million is close
to number of U. S. tv homes. Though cars are main location
for out-of-home listening, nation's 10 million portable radios
and 10 million radios in public places also contribute substan-
tially to audience.
29,000,000
1946
1954
5. How many radios were sold last year compared with the previous year?
SOURCE: RETMA figures for factory sales to distributors, 1952 and 1953
11,000,163
1953
12,938,455
1954
6. Do people buy radios in television areas?
SOURCE: CBS Radio Spot Sales study based on RETMA home radio figures, BAB auto radio figure
"S3 radio set sales lead '52 in 10 "aid" television markets
f
HOME SETS
1953
AUTO SETS
TOTAL SETS
New York.
. .856,959.. ....
361,666
1,218,625
Chicago
.. .462,449. .
236,939..
699,388
Los Angeles
...286,250... .
...194,345
480,590
Philadelphia
...268.522......
.146,214..
414,736
Boston
161,887.
... 89,903
251,790
San Francisco
137,224
.... 83,062..
220,286
172,984
149,010
St. Louis
...-103,288.-.
... 69,696...
... 57,753
Washington, D. C.
... 91,257
Minneapolis-St. Paul
. 55,731 ...
.... 45,466.
101,197
..... 20,921 J
Salt Lake City
..... 12,646 ...
... 8.275...
HOME SETS
AUTO SETS
TOTAL SETS
Note that in these 10 mature television markets
demand for radio sets shows acceleration in
1953 over 1952. This is true when you consider
home as well as auto sets. Importance of con-
.737,833- 252,916 990,749
314,472 .... . 175,872... 490,344.
227,598 144,666 372,264
214,613 106,217 .... 320,830
142,559 . 67,450 210,009
104,630..... 68,437... 173,067
. 95,150 44,223 139,373.
. 86,944 49,617 136,561
. 52,720 39,019 91,739
. 12,896 6,612 19,508
tinued purchase of radio sets lies in obvious fact
consumers are voting their continued interest in
medium when they spend dollars for sets. Mar-
kets above all had tv before freeze lifted in 1952.
BAOIO %k%\%% | pages
7. What type of radio is the American public buying nowadays?
SOURCE: RfcTMA 1953 set sales f
I i ri ii tf room rtnllos 33%
Clock radios |«%
rortable radios 13%
Auto radios 38%
2 o| .'»' radios iioii-Zirint/ room
As figures at left show majority of radios now
being bought are designed for use outside the
living room. The present trend is a forerunner of
what may be coming. The pocket radio, many
electronics industry leaders feel, may be in mass-
production within a few years. Portable radios
may then become even larger portion of radio
set sales than today. Total amount of listening
by individuals should rise sharply.
100%
8. Where are radio sets located within U.S. homes?
SOURCE: "The Importance of Radio in Television Areas Today," survey by Alfred Politz Research for Henry I. Chris'a Co. and
it represents; interviews span period 13 December 1952 to 29 January 1953
f.i.vf cuing perinea***.* I.S. fionic.v
More sets today are found outside living
room than in it. One reason: As television
entered living rooms radios tended to be
added in kitchens, bedrooms, other rooms
where individual members of the family could
use them without interfering with tv viewing.
Spreading of radios all over home has made
it more difficult for radio researchers to make
full count of the radio audience.
M_i
9. How many people listen to radio in their homes every day?
SOURCE: See footnotes below
9 a.m. -noon
*iuiuiiim:iiiir":iniimiiii!iii;!'i: :r'i ; : -mm! ■ ■ , N
•■ ■■ ii i iiwioimiimmiii : in iiiiiiuiiiiiihiii^
noon 6 p.m.
6 p.m. -midnight
HOMES USING RADIO'
LISTENERS
PER SET-
IU.it 7.tt.>0.000 I.IH
17.1
7,980,000
1.27
LISTENERS
USING RADIO
9.218.000
f 0.130.000
15.0 7,420,000 1.64 I2.1U4.000
R A ! BASICS! pay, I
N simple multiplication.
than Stores in an
Average of Five Other Leading Cities
' On a per-store basis, retail stores in the
city of Spokane ring up an average ot
35.1 % more business than stores in the
five cities leading the nation in population
and in total retail sales.
$1,137,685,00 MARKET
Spokane < city > with only 17.8% of Spokane
Market population accounts for 21.9% of
etail sales.
51.5% HIGHER than New York
21.5% HIGHER than Chicago
11.9% HIGHER than Los Angeles
1.4% HIGHER than Detroit
61.2% HIGHER than Philadelphia
OPERATING ON 50,000
WATTS 24 HOURS
AROUND THE CLOCK
(Only 50 kw between Min-
neapolis and the Pacific
Coast.)
COVERAGE
The vast Spokane market is a geo-
graphically independent area. The
nearest major city is located 300
miles away. To reach all of the
720.800 persons living within this
market, you must beam your sales
message out from Spokane at least
150 miles.
KCA's BONUS COVERAGE
KCA rates are based on listene»*fiip
of the radio families within its
primary coverage area. The thou-
sands of persons who listen nightly
from San Francisco to northern
Canada on KCA's clear channel sig-
nal make up a KCA bonus audience
that costs you nothing — means extra
potential sales to you.
SPOKANE
WASHINGTON
Keeps Getting Action
^Source: Estimates based on "Sales Management" and U.S. Census figures 1949-53.
12 JULY 1954
233
10. How much does the out-of-home audience add to in-home listening?
SOURCE: The Pulse, Inc., Jan. -Feb. 1954 except New York which is only February
f II-/lOIIM'
On f -of -home- = This plus 1
ATLANTA
BALTIMORE
BIRMINGHAM
BOSTON
BUFFALO
CHICAGO
CINCINNATI
DETROIT
HOUSTON
LOS ANGELES
MIAMI
MILWAUKEE
MINNEAPOLIS
NEW YORK
PHILADELPHIA
PITTSBURGH
RICHMOND
SAN FRANCISCO
ST. LOUIS
SEATTLE
WASHINGTON, D. C.
■Afrrige quarter-hour lets-ln use of In home radio listening. 'Average quarter-hour
leti-ln-uia of out-of-home radio listening. *The percent of listening added by out-
18.7%
21.2%
18.0%
22.6%
20.7%
21.4%
21.4%
22.7%
17.4%
22.7%
14.5%
18.2%
18.4%
23.9%
22.9%
18.2%
17.6%
20.9%
19.3%
15.8%
19.8%
of home. (This Is derived by calculating the tatlo of out-of-home to In-home listening)
All figures in this chart cover 6 a.m. through midnight. Sunday through Saturday.
11. Who listens to radio out-of-home and where do they listen?
SOURCE: The Pulse, Inc., August 1953, New York market 24-hour period
NO O-O-H DID LISTEN
DID LISTEN
BY ACE CROUP
BY SEX
I
i
5-13
. . 14.5 <£. .
. .6.1%
14-19
...7.8%.
12.0%
20-34
. .23.2%.
.31.3%
35-44
. .14.5%.
.24.3%
45-64
. .29.»%.
22.2%
65 A. over .
. .10.2%.
.4.1%
Hale
100.0% .
. .42.3%.
100.0%
.5.9.1%
. .57.7%.
1 «..•>»„
BY PLACE
100.0% JOO.0%
« 1 .« "„
Work
25.5%
Visiting ....
14.1%
.5.0%
Restaurants .
. .3.9%
Retail Shops
. .6.3%
Schools, etc. .
. .1.0%
IJ7.6%*
B A f BASICS I pagt i
*Mulll[ .'
HERE'S
WHAT
YOU
GET!
Share of
Sett-ln-
Total
Time
Use
Rating
Audience
Monday
7:00 AM
29.6
12.2
41%
8:00 AM
33.6
9.4
28%
9:00 AM
30.8
8.0
26%
10:00 AM
28.6
7.9
28%
11:00 AM
29.1
7.1
24%
1:00 PM
29.0
9.8
34%
3:00 PM
23.3
9.2
40%
6:00 PM
20.5
7.7
38%
7:00 PM
30.7
10.9
36%
9:00 PM
25.7
10.8
42%
(10) Average
28.1
9.3
34%
Tuesday
6:30 AM
16.7
7.9
47%
8:30 AM
33.2
8.8
27%
10:30 AM
29.2
7.5
26%
11:30 AM
27.3
7.3
27%
2:30 PM
26.2
8.6
33%
4:00 PM
23.5
8.6
37%
5:30 PM
24.9
9.3
37%
7:30 PM
32.1
12.0
37%
9:30 PM
23.6
9.4
40%
10:00 PM
21.8
9.5
42%
(10) Average
25.9
8.9
35%
Wednesday
7:45 AM
30.7
10.2
33%
9:45 AM
31.0
7.9
25%
10:45 AM
28.3
7.2
25%
11:45 AM
1:45 PM
28.1
7.6
27%
27.7
8.6
31%
3:45 PM
23.6
8.7
37%
4:45 PM
6:45 PM
23.6
7.9
33%
28.6
10.8
38%
8:45 PM
27.8
10.8
39%
10:30 PM
(10) Average
15.6
7.6
48%
26.5
8.7
347c
Thursday
7:15 AM
32.5
12.6
39%
f 9:15 AM
' 10:30 AM
30.5
7.5
25%
29.2
7.5
26%
11:30 AM
27.3
7.3
27%
12:30 PM
33.1
11.5
35%
3:30 PM
23.5
8.8
37%
5:00 PM
20.5
7.7
38%
7:15 PM
30.7
10.5
34%
8:15 PM
30.0
12.1
40%
9:45 PM
21.9
8.4
38%
(10) Average
27.9
9.4
34%
'rlday
6:15 AM
14.3
7.1
50%
9:00 AM
30.8
8.0
26%
10:15 AM
27.5
7.4
27%
11:15 AM
27.1
7.0
26%
1:15 PM
29.2
9.0
31%
3:00 PM
23.3
9.2
40%
4:15 PM
23.6
8.5
36%
7:15 PM
30.7
10.5
34%
8:45 PM
27.8
10.8
39%
9:45 PM
21.9
8.4
38%
(10) Average
2S.6
8.6
35%
aturday
8:15 AM
31.0
7.8
25%
9:30 AM
26.3
7.0
27%
10:15 AM
23.8
6.8
28%
11:00 AM
20.3
5.3
26%
11:45 AM
23.0
5.0
22%
(5) Average
24.9
6.4
26%
IS
ON POWERHOUSE
Radio WOW
a ferritin buy I
LARGEST AUDIENCE
LOWEST COST!
Compare the Ratings:
Total spots 55
Sets-In-Use (Average per spot) 29.4%
RATINGS:
WOW — Area Rating (Average per spot) 9.3
Station "B" (Same times) 5.1
Station "C" (37 Daytime, same times) 3.0
Share of Total Audience:
WOW— (Average 55 spots) 36%
Station "B" — (Average 55 spots, same time) 18.5%
Station "C" (37 Daytime, same spots) 11.0%
Comparative End-Rates:
8-Sec Cbs Minutes
WOW $6.50 $18.00 $22.00
"A" Station 7.00 14.00 14.00
"B" Station 5.68 11.35 11.35
Compare the Costs:
Cost -Per 1000 In-Home families:
Base SAM. -Day Base B-Day Base C-Day
WOW 389,809 425,390
"A" Station 293,125 321,520
"B" Station 147,410 201,210
8 -Sec:
WOW 18c 16c 14c
"A" Station 47c 43c
"B" Station 1.28 94c
Chainbreaks:
WOW 49c 45c 39c
"B" Station 94c 85c
"C" Station 2.56 1.88
Minutes:
WOW 60c 56c 47c
"B" Station 94c 85c
"C" Station 2.56 1.88
Sources:
Sets in use. ratings, shares are from the Pulse of the WOW Area. March.
1954.
Rates are from the March. 1954 Standard Rate & Data, or (for shorties)
quoted by Station Managers. 3/28/54.
C-P-M computed using total weekly base (as indicated) times WOW Pulse
Area rating divided into rate.
REGIONAL RADIO
OMAHA, NEBRASKA
Bill Wiseman, Sales Manager
NBC Aff. • 590 KC • 5000 WATTS
JOHN BLAIR & CO., REP.
A MEREDITH STATION • Affiliated with Better Homes and
Gardens and Successful Farming Magazines
MM Ki<ulii> listening ha
1. How does the number of people listening in homes differ hour by hour?
SOURCE: The Pulse, lr,
Total radio listeners per 1.000 homes with radios: it p.m. If on. -Fri. is /»»«//« point
400
MON.-FRI. 1
~ SATURDAY
i i
SUNDAY
r- 1
350
|-|
-
300
-i
ll iW
n
n
250
-
-i
200
-|
-i
_
150 _
-I
-
100
1
400
350
300
250
200
150
]00
50
HOUR
BEGINNING 6 AM
10
PM
9 10 II
# * *
floir vhttrt ttboce is computed: it is result of sets-in-use
multiplied by listeners* aires true measure of audience
The chart above gives a true measure of the relative size of the
in-home radio audience at any time. It is derived by multiplying
the sets-in-use figure for each hour by the number of listeners
per radio set. The number of listeners per 1,000 radio homes
figure thus obtained shows how the number of people actually
listening fluctuates hour by hour. The Pulse figures used to derive
these audience totals are 12-city averages for the following tv
markets: Birmingham, Boston, Buffalo, Chicago, Cincinnati, Los
Angeles, Minneapolis-St. Paul, New York, Philadelphia, San Fran-
cisco-Oakland, St. Louis. Washington, D. C. The high point in
audience falls at 8 p.m. Monday through Friday when there are
394 listeners per 1,000 radio homes. Low point is Sunday at 6 a.m.
when there are only 18 listeners per 1,000 radio homes. Radio
homes, by the way, are not "radio-only" homes: they are "homes with
radios' which means virtually all homes in a market and includes of
course homes which have television. With this chart the advertiser
interested in reaching the broadest number of people can easily
tick off the hours with the highest potential. The chart shows, for
example, that the morning hours starting at 7 and at 8 have a two-
hour average of 349 people listening per 1,000 radio homes. But the
hours starting at 7 and 8 in the evening have an average of 384
people. Actually sets-in-use for the evening hours Is slightly lower
than for the morning. But this is more than over-balanced by the
increase in number of people listening per home in the evening. On
the next page you'll find two charts similar to the one above which
break the total audience down by =ex. The principle used in deriving
these charts is identical to the one explained above. Total here in-
cludes teenagers and children.
n « U i ■>
;-} I <■
I ■'■ : ','■ '■■ f
A S I U S /""/' '
HOW MANY EARS HEAR
THE VOICE OF BALTIMORE?
Some smart guy came up with a quick
answer: "Twice as many ears as
people!"
But it's not quite that simple! For in-
stance, back in 1922 when WCAO first
went on the air, there were 880,000
people in Metropolitan Baltimore.
They all had ears — but they didn't all
have radio sets. Right now there are
1,455,000* people in Metropolitan
Baltimore — and it would be mighty
hard to find a pair of ears that didn't
listen to radio.
PULSE OF BALTIMORE tells us
that WCAO is the most listened-to
station in Baltimore. So that's that.
But, WCAO's 5,000 watt signal goes
a long way beyond Metropolitan
27th Anniversary
of affiliation with
CBS as a basic
radio station
Baltimore. Our mail map shows
extremely widespread listenership
beyond the limits of Metropolitan
Baltimore.
And Baltimore's wealth is increasing
faster than Baltimore's "ears". In
1922, Baltimore's spending power was
reflected by retail sales of $325,000,000.
In 1927 (when we joined the CBS net-
work) retail sales were $395,000,000.
And, in 1953, Baltimore retail sales
reached a whopping $1,543,684,000*.
In other words, about twice as many
people are spending nearly five times
as much money! And, most of those
1,455,000 (plus) pairs of ears listen
to the "Voice of Baltimore".
* 1954 Survey of Buying Power
WCAO
All programming is simulcast by WCAO-FM (20,000 warts) at no additional cost to advertisers
CBS BASIC • 5000 WATTS • 600 KC • REPRESENTED BY RAYMER
I2 JULY 1954
237
2. How does audience composition (men vs. women) vary by hour of the day?
SOURCE: The Pulse. Inc. study for The Katj Agency, winter 1953
Women radio listeners per 1,006 homes with radios: 10 a.m. Woii.-I ri. is high point
MON.-FRI. L
3 SATURDAY C
3 SUNDAY
250
200
150
100
250
200
BEGINNING 6AM 7
9 10 I I 12 I PM 2 3 4 5 6 7 8 9 10 II
# * #
Wen radio li.sl«»jic»r.v pc»r f.000 homes with radios: it p.m. ?Ion.-Fri. is high point
•tON.-FRI. I "1 SATURDAY I ~1 SUNDAY
150
100
beginning 6 AM 7 8 9 10 II 12 I PM 2
9 10 II
The charts above are based on the principle explained on the im-
mediately preceding Radio Basics page. They show you the total
number of people of each sex per 1,000 radio homes listening each
hour. This does not include teenagers or children. Women listeners
are most plentiful at 10 a.m. Monday through Friday. The biggest
male audience is in the evening, 8 p.m. Monday through Friday.
Hour by hour, the chart shows, more women listen to radio at home
than men, except at I I p.m. when the male audience is larger for
every day of the week. Another interesting fact shown by the
chart is that the advertiser who wants to reach a big male audi-
ence in the morning has his best chance of doing so during one
hour only, 7 through 8 a.m. In the evenir.g the advertiser can reach
a high male audience for the four hours starting 7 through 10 p.m.
On the weekends presence of more men in the audience helps to
balance lower female listening levels. Another factor in large Sat-
urday morning audiences is addition of children and teenagers.
Saturday morning listening at hours starting iO, II and 12 in morning
are almost level with Monday through Friday audience. The male
audience is up an average of 32 men per 1,000 homes during those
hours and the number of teenagers and children in the audience
goes up to the same degree. The children-teenagers average 31.6
per 1,000 homes Monday through Friday at these hours, rise to 62
per 1,000 on Saturday. (These figures derived by subtracting totalt
shown on previous page from total of men and women on this page.)
ft U I u
page 6
Sponsors buy
by-the-year
on WOWO!
National and local clients sell BIG
on WOWO . . . morning, noon and
night . . . fifty-two weeks of the
year! So they buy fifty-two weeks of
the year! You'll never get a better
buy in this high buying-income
Ohio-Indiana-Michigan market.
Buy us and see!
For information about best buys
and frequency discounts, call H. D.
"Tommy" Longsworth, WOWO
Sales Manager, Fort Wayne,
Anthony 2136, or Eldon Campbell,
WBC National Sales Manager,
PLaza 1-2700, New York.
A/ESTINGHOUSE BROADCASTING COMPANY, INC.
WOWO, Fort Wayne; WBZ-WBZA • WBZ-TV,
Boston; KYW • WPTZ (T V), Philadelphia;
KDKA, Pittsburgh; KEX, Portland, Oregon
National Representatives: Free & Peters, Inc
444 Madison Avenue, New York 22, N.Y.
2 JULY 1954
WITNESS:
NEW 52-WEEK CONTRACTS
5:45-6:00 a.m.
Tuesday, Thursday
Keystone Steel & Wire
(Red Brand Fence)
6:00-6:15 a.m.
Monday, Wednesday, Friday
Ralston- Purina Company
7:20-7:25 a.m.
Monday, Wednesday, Friday
Funk Brothers Hybrid Seed Corn
8:00-8:15 a.m.
Tuesday, Thursday
Parrott Packing Company
11:00-11:15 A.M.
Monday through Friday
Procter & Gamble (Cheer)
12:45-12:55 p.m.
Wednesday, Friday
DeKalb Agriculture
10:30-11:00 p.m.
Monday, Wednesday, Friday
Falstaff Beer
WOWO
Fort Wayne, Indiana NBC Affiliate
50,000 WATTS
239
3. How many hours do homes listen per day?
SOURCE: A. C. Nielsen Co >53-April 1954
\veraye total hours of radio use per home per day*
2.83
2.69
2.37
2.25
2.28
2.51
2.63
2.78
2.73
2.78
2.69
2.84
2.56
--
APRIL
MAY JUNE JULY
AUG.
SEPT. OCT.
NOV.
DEC.
1953
mi above bIiows ni hours} thai
- Ilo during the
JAN.
FEB. MARCH APRIL
i til 1953 through April 1 S'ote that ll N en- measured ratio audi-
■ >umracrtime slump, rising Bgall - high iwint
4. How much radio listening do tv homes contribute?
SOURCE: Pulse study for the Katz Agency based on Jan. -Feb. 1953 Pulse reports
Radio sets-Ill-use in (r homes eompured irilli fill homes
PERCENT OF RADIO HOMES WITH RADIO SETSIN-USE '4 HOUR AVERAGES BETWEEN 8 PM AND 10 PM
Birmingham
It os 1 on
Buffalo
Chicago
Cincinnati
Los .\iij»Vl«»s
>l iiim-.ipolis-S,. Paul
\c» York
Philadelphia
San I iMiiciscM
St. Louis
Washington
°„TV
OWNERSHIP
1-1.0',
71.6
69.5
71.8
73.0
72.;;
(.(..7
73.2
76.0
47.9
7n. ( )
12-t'iiy Average I 07.1
RADIO BASICS page?
MON.-FRI. SATURDAY
SUNDAY
IN TV HOMES IN ALL HOMES IN TV HOMES IN ALL HOMES IN TV HOMES IN ALL HOMES
16.9
16.9
17.1
15.9
16.2
18.5
17.5
17.1
17.7
17.7
16.6
17.5
17.1
23.1
21.1
19.3
L8.4
L9.1
20.4
20.4
L8.0
24.0
L9.9
21.3
20.8
15.2
16.4
14.7
17.2
15.2
17.7
15.4
16.3
15.8
16.5
15.1
14.9
15.9
L8.5
22.1
18.2
18.9
L8.1
22.0
L9.9
L9.9
L6.9
24.0
17.7
L8.7
19.6
15.2
18.1
16.5
20.1
17.2
18.4
14.2
L6.6
1 5.0
17.7
16.8
22.7
14.4
21.1
15.9
19.3
16.6
18.6
16.2
21.7
15.6
19.0
16.3
19.8
15.8
19.4
USE THE BIG GUN!
when you want the people
of Southern California to get
your Sales Message
"O-O-H"* A' BOOM" WITH A BONUS!
™^ nt Pulse Re P° rt (Feb. 1954) shows that
KMPC dominates Southern California's
* out-of-home audience:
KMPC tops ALL Los Angeles stations, except one
network outlet, in total O-O-H ratings.
KMPC, except for just one network outlet, has a
larger O-O-H audience than any other Los Angeles
station — including the networks!
A 1953 survey estimates 2,804,196 automobile
radios for O-O-H listening in Southern California.
KMPC reaches them ALL !
KMPC The One-Station Network
You could buy 38 stations in this area and still
not get this great KMPC coverage.
KMPC IS A 24-HOUR STATION
RMPC
710 kc, Los Angeles
GENE AUTRY, President • R. O. REYNOLDS, Vice-Pres. & Gen. Mgr.
Represented Nationally by A. M. Radio Sales Company
NEW YORK • LOS ANGELES • CHICAGO
"2 JULY 1954
241
5. How do network radio program types compare in number of people reached?
SOURCE: Home base, A. C. Nielsen Co.; listeners-per-tet, The Pulse, Inc.
\reraye >ni in f»cr of people reached by program types. 7-I.'J Feb. 1954
ONCEA WEEK EVENING (IS minutes or more duration)
SITUATION COMEDY
GENERAL DRAMA
MYSTERY DRAMA
CONCERT MUSIC
4,757,892
4,202,805
POPULAR MUSIC
VARIETY MUSIC
VARIETY COMEDY
OUIZ & AUD. PARTIC.
3,647,717
8,009,118
4,678,594
MULTI-WEEKLY DAYTIME
ADULT SERIALS
CHILD PROGRAMS
OUIZ & AUD. PARTIC.
3,092,630
2,486,232
2,183,032
Chan above Is ba*ed on A. C. Nielsen Co figures for number of
radio BOMBS leached by various basic network ra'llo program
types, multiplied by Pulse estimate of 1.3 prrsons-per-radlo-set
during the daytime (8:00 a.m. to 6:00 p.m.) and 17 pertoos-
per-set In the evening (6:00 p.m. to midnight). Pulse average
is for the entire V s
J'i
6. How many homes are added to the radio audience by turnover?
SOURCE: A. C. Nielsen Co. study
Different homes reached by radio programs grow rapidly in month
, HOMES REACHED
1 WEEK 4 WEEKS
'
(Sod
freu's Talent Scouts
Lux Theatre
>lr. A. Mrs. \orth
Our Miss Hroohs ,
Red Skeleton
Ron Itttaers i
\veraqe <
\ 3,Qr.l
HMH.l
! 3,469
10.160
7,38.1
! 4,767
9.3M
! 2,350
! 2.117
6,132
6.0 12
! 3.701
7.0.T2
4-WCEK AUDIENCE
TURNOVER
2.19
1.93
2.13
1.95
2.61
2.49
2.15
RADIO BASICS J w« «
Go BIG GAME
HUNTING
inT&KOA.
There's big game in the Southwest's biggest, richest
market . . . you'll bag the sales limit easily when you load up with a sure-fire
WFAA-formulated program or adjacency — proved to have the
largest audiences over any other local or network programs
broadcast at their time in the Southwest.
WFAA-820 MARKET
Population 4,566,600
Families 1,369,900
Effective Buying Income . . $6,411,105,000
Retail Sales 4,780,421,000
Food Sales 1,033,675,000
General Merchandise . . . 616,534,000
Furniture, Household, Radio . 227,534,000
Drug Sales 146,955,000
Automotive Sales .... 1,186,435,000
WFAA-570 MARKET
Population 2,382,000
Families 738,500
Effective Buying Income . . $3,607,175,000
Retail Sales 2,655,695,000
Food Sales
General Merchandise .
Furniture, Household, Radio
Drug Sales
Automotive Sales
562,266,000
417,570,000
126,306,000
82,767,000
608,298,000
(SOURCE SM, May 10. 1954 — 25% 100% coverage area. SAMS: Spring, 1952)
ALEX KEESE, Station Manager
EDWARD PETRY & COMPANY • Natl. Rep.
RADIO SERVICE OF THE DALLAS MORNING NEWS
2 JULY 1954
243
Mil Cast of radio advertising
1. What's the cost-per- 1,000 homes of network programs by types?
SOURCE: A. C. Nielsen Co. NRI Reports 7-13 February 1954
ONCE-A-WEEK (25 minutet or marc duration)
SITUATION COMEDY
GENERAL DRAMA
MYSTERY DRAMA
CONCERT MUSIC
POPULAR MUSIC
VARIETY MUSIC
VARIETY COMEDY
OUIZ. & AUD. PARTIC.
$5.99 (6.0 rating)
2,798,760 homes
$6.93 (4.9 rating)
2,285,654 homes
$6.81 (5.3 rating)
2,472,238 homes
$6.86 (5.6 rating)
2,612,176 homes
$8.24 (10.1 rating)
4.71 1,246 homes
$4.72 (5.9 rating)
2.752,1 14 homes
MULT I WEEKLY DAYTIME
ADULT SERIALS
KID PROGRAMS
OUIZ & AUD. PARTIC.
$1.88 (5.1 rating)
2,378,946 homes
$2.92 (4.1 rating)
1,912,486 homes
$2.85 (3.6 rating)
1,679,256 homes
NOTE: These cost-per- 1 ,000 figures are
most useful as a comparative yardstick
of the program types. They are not an
up-to-date index of actual network costs
next season because the recent increase
in network discounts will tend to brmq
down cost-per- 1 ,000.
2, What are some typical talent-production costs for network radio shows?*
SOURCE: Network Radio Comparagraph which appears in alternate iss-ies of SPONSOR. These represen* 53-54 season p.- : ces
If »fE.\CE P\RTICIPAT10\
111 .STEfCV-CKf HE HIU'll
The Shadow (perpartic).
Dragnet
Nick Carter
Johnny Dollar
Mystery Theatre
Big Story
Suspense
The Falcon (per partic).
Squad Room (per partic)
Mr, & Mrs, North
$2,100
$5,500
$1,850
$3,400
$2,000
$6,000
$5,000
$1,500
$1,500
$4,500
situations rom im
Our Miss Brooks $6,500
Amos V Andy $15,000
My Little Margie $3,750
Harris-Faye $10,000
Meet Mr. McNutley $3,500
Fibber McGee (per partic) $2,917
My Friend Irma $5,000
Ozzie & Harriet $7,500
GENERAL IMC 111 \
Hallmark Theatre $4,000
Stars Over Hollywood. .. . $4,000
Gunsmoke $2,875
City Hospital $2,500
Time for Love $3,000
Lux Radio Theatre $12,000
Ul figure* refi DO more than once ■ wr«h
You Bet Your Life $7,500
Truth or Consequences . . . $5,000
House Party $6,000
Welcome Travelers $4,000
Walk a Mile $3,500
People Are Funny $4,000
SERIAL l»IC HI I
Rosemary $2,700
Ma Perkins $3,250
Perry Mason $3,500
Road of Life $3,250
Pepper Young $2,700
Backstage Wife $2,500
Stella Dallas $2,800
'This 'hurt continues next jiape)
RAO 10 BASICS >><"J< 9
, BIG MIKE...
the butter £ egg man
kSS
■
■
to
Big Mike points out that Omaha, Nebraska's
largest city, is number one in the nation for
above its nearest
competitor. Big as it is (25-30 million pounds
a year) butter is only part of Nebraska's food
processing story. Rankin g second in the na-
tion for ALL food processin g Omaha's poultry
products, processed in five plants, range from
dressed birds to dehydrated eggs. Omaha
meat packers process nearly six million head
of livestock in a typical year.
Nebraska's food processing story is a mighty
big story . . . and it's getting bigger and better
every year. As the market grows, so grows
Big Mike . . . with more listeners, more service
. . . more success stories to tell you about. Free
& Peters will be glad to give you the facts . . .
So will Harry Burke, General Manager.
v v\\\\\l //-/•/
Big Mike is the physical trademark of KFAB
Nebraska's most listened-to-station
SCItl M. Dlt l>l » (cont.)
Lorenzo Jones $2,750
Right to Happiness $3,000
CO\t MCI Ml SIC
Voice of Firestone- $18,000
Railroad Hour $6,000
Telephone Hour $8,000
Band of America $6,500
lu.ur
I'OI'I LMt Ml sit
Perry Como (tape) .
Dinah Shore
Eddie Fisher (tape)
Julius La Rosa . . .
Grand Ole Opry
$1,100
$5,000
$1,000
$1,750
$5,000
\ 1ICIITV COMEDY
Bing Crosby $15,000
Gene Autry $9,500
Jack Benny $16,000
Bergen-McCarthy $12,000
\EWS AJVD COM ME/VT 4ft V
Walter Winchell* $17,500
Morgan Beatty $2,500
Frank Edwards $1,750
Gabriel Hearten- $1,500
Lowell Thomas $7,650
Alex Dreier $1,500
3. What can you buy with various typical ad budgets in spot radio?
SOURCE: SPONSOR calculations based on "Spot Radio Estimator" of Station Representatives Association
PROBLEM
BUDGET
CAMPAIGN
r
-\
Advertiser wants intensive
short-term promotion to
reach women in markets of
over 500,000 population
Idvertiser wants year-round
schedule of 15-minute news-
easts to reach mixed audi-
ence in markets of 100,000
up to 250.000 population
Idvertiser wants steady.
52-week campaign of minute
announcements in as many
markets as possible over
25,000 population
I Sponsor mill
| $100,000 I
to spend
I I
I 1
I 1
I
Sponsor tcith
I $600,000
to spend
I
Sponsor with
I $1,200,000
I
J
to spend
►
L
J
A single daytime minute announce-
ment on one neticork affiliate in
each of the 38 markets of this
size ivill cost a total of about
$1,116. Therefore, tcith discounts,
the $100,000 budget buys about
16 announcements per week on one
station in each of these top 38
markets for six weeks, daytime.
On highest-priced station in each
of 78 such markets, newscast campaign
comes to about $2,863 for one time.
A thrice-iceekly schedule on year-
''round basis would be about
$446,628. For extra impact campaign
could be expanded to one inde-
pemlent station in 56 markets
of the 78. This would mean an extra
$200,000. Campaign would then cost
a total of about $600,000.
Since a single minute announcement
on one network affiliate station
in each of 291 markets of this
size (of a U.S. total of 313)
comes to about $3,085, the budget
of $1,200,000 will buy about 500
announcements on each of the 291
outlets. Spread out over a year,
this will mean about 10 announce-
ments per week on each of 291
stations in markets of 25.000
population or more.
REPItlYTS OF RADIO BASICS are available on request. Special price for quantity orders
n >■■ U
I ■■■:■ i p e
page 10
Higher Tower, f Higher Power
Tower
Power
Households
Farm Households
Tv Homes
Retail Sales
Farm Income
Food Store Sales
Drug Store Sales
Counties Covered
For topnotch national and local
programming, topnotch facilities,
topnotch signal and a topnotch market,
see WFBM-TV.
* Data, based on Nov. Nielsen,
compares new coverage area
with coverage prior to
power-tower increase.
add 12,000 sq. mile
coverage area
UP Now 1019 feet
UP Now 100,000 watts
UP 76.1%*
UP 147.3%
UP 59.5%
UP 71.8%
UP 141.1%
UP 74.3%
UP 20.3%
UP 122.2%
4
■ • ■
%
ft? \
Indianapoli*
N-p*
'P*««««
WFBM-TV
Indianapolis • CBS
Represented Nationally by the Katz Agency
Affiliated with WEOA, Evansville; WFDF, Flint; WOOD AM & TV. Grand Rapids
12 JULY 1954
"ST-
■
247
MV Radioes bit tings
1. How much money (gross) has been invested in net radio 49-54?
SOURCE: Publishers Information Bureau
NETWORK
1949
$42,342,854
$63,403,583
$18,040,596
$64,013,296
1950
$35,124,624
$70,744,669
$16,091,977
$61,397,650
I95I
$33,708,846
$68,784,773
$17,900,958
$54,324,017
I952
$35,023,033
$59,511,209
$20,992,109
$47,927,115
I953
$29,826,123
$62,381,207
$23,176,137
$45,151,077
1 954
First 4 Months
$10,457,574
$20,416,980
$7,598,134
$13,170,839
YEARLY TOTALS
11930}
$27,694,090
s
$49,293,901
fmol
$96,455,603
7Wi
'msj
$198,995,742
$187,800,329
$183,358,920
M Si I $174,718,594
[19521 $163,453,466
fJ953)
$160,534,544
-
2. How much money have advertisers spent for spot radio time ('47-54)?
SOURCES: Federal Communications Commission; SPONSOR estimates
1947
$98,581,241
1948
$104,759,761
1949
$108,314,507
1950
$118,823,880
1951
$119,559,000
1952
$123,658,000 $
1953
135,000,000
Dollar flsurea ihow national ipot revenues of nation' \l Tl It trade dlteounti of fre-
gum.) and dallar Tolumo; HKFOIIK commissions to reps
SPONSOR ■ ' Lmale based on industry and station rep tWera?!*
B A ft 1 11 R A S I ft S iMiae J I
Announcing
UPER MARKETING IN
AN FRANCISCO
. . . with features that
no other merchandising plan can offer I
What it is: Northern California's most
effective, guaranteed advertising-plus-
merchandising plan, similar to the highly
successful WCBS (New York) Supermar-
keting-but ingeniously adapted to take
advantage of the unusual characteristics of
the San Francisco market, where independ-
ent food stores account for more volume
than the chain stores.
Where it is: Only on 50,000-watt KCBS,
which has a larger average share of audience
than any other San Francisco radio station
day and night— month after month.
What it does : Advertises your product to
the largest audience throughout the entire
Bay Area; increases your orders at both
chain stores and independent supermarkets;
boosts your volume at point-of-sale.
How it works: Guarantees (by contract)
mass displays for your product* in all stores
of the biggest chains in the area, including
Purity and Safeway. But that's only half
the story. In the Bay Area, unlike other
markets, independent stores account for
75% of total grocery volume. So KCBS
Super Marketing has contracts with the
major wholesalers, too, by which an adver-
tisement for your product* (produced to
your specifications) will be inserted, with-
out cost to you, in the weekly order books
which these wholesalers send to 2,235
independent stores. Thus, with Super
Marketing you cover not only the chains
but the all-important independent stores
as well — something no other merchandising
plan can do for you. For details, call us or
CBS Radio Spot Sales.
San Francisco • CBS Owned |\CdS
*Subject to product approval by the stares.
12 JULY 1954
249
1914
1954
The American Society of Composers, Authors and
Publishers will be forty years old in 1954. During
these forty years many important changes have
taken place in the entertainment world.
America's listening audience has increased by
e millions with the growth of new media — such
as sound pictures, radio, television and juke boxes.
And the one ingredient in the field of entertainment
which has survived all technological changes — not
only survived, but has increased and expanded — is
Music! It has remained a basic requirement for all
phases of show business. For a good song always is
good entertainment!
ASCAP— entering its forty-first year — is justly
proud of the repertory of its more than 3,000 song-
writers and composers. ASCAP also is proud of its
many years of service to its licensees, and pledges
itself to a continuation of making available to the
entertainment world the best in music.
AMERICAN SOCIETY OF COMPOSERS, AUTHORS AND PUBLISHERS
575 MADISON AVENUE, NEW YORK 22, N. Y.
250
SPONSOR
£p| SPECIAL FALL FACTS REPORT
twprk
radio
Ktf
NIGHTTIME NETWORK RADIO TO COST LESS THIS FALL
Here are some of the important questions you will find answered in the pages of this report
Q What is the fall outlook for network radio rates? *>»</<' 252
Q How do agency media directors feel about new discounts'.' P***!? 253
Q Now does each of the nets figure discounts? {»«?,"' 254
Q What's new in programing this fall? page 256
Q Are program formats changing? pnge 256
Q Will there he more spot carriers next season? pnge 258
Q W hat's the big problem in networh radio research? page 260
Q What types of clients are buying net radio? pnge 262
Q What are some of the most recent net radio buys? page 26*2
12 JULY 1954 251
(irvftitlfl C'dl'ff *pOn«Or: Merit Greeting Card Co. of Newark, a
mail-order house, had sponsored Martin Block locally. Impressed with
results, firm has bought him on ABC Radio. This new-to-network cli-
ent has 140-station lineup which covers its four mailing areas all over U.S.
Soft drill/* sponsor: Royal Crown Cola signed up Robert Q. Ld
show on CBS Radio Saturday morning for 52 weeks. Client feels LJ
is merchandisable, bought network radio for broadest possible mtt
coverage, bought Saturday morning to reach consumer before
Rates
Q. How much will network radio
rates go down this fall?
A. Rates, as such, will not change.
What the networks will do is increase
the nighttime discounts on network
time charges. The reason discounts
will be changed and not rates is that
affiliate stations prefer to keep the base
i ighttime rate higher than the daytime
rate for the purpose of maintaining
their national spot rates.
CBS Radio and its affiliates, which
-luted the snowball rolling on re-
du< ed time chai ges Eoi nighttime net-
work radio, said in their statement on
26 May: "To stimulate -till greater
use "I nighttime hours foi individual!)
sponsored network programs, CBS
Radio w ill consider Eoi the fall added
inducement to advertisers buying facil-
ities fur theii programs b) adjusting
l>\ <li- ounts nighttime • osts to approx-
imate!) those cl premium daytime
< osts. Related to su< h a cost adjust-
ment, the program time "I certain
252
network shows of 25 minutes or longer
duration would be reduced slighth to
permit full one-minute commercial or
public service announcements by the
stations."
CBS has polled its affiliates on the
question of whether the) would take
20^? less compensation from network
sales and it reports a high percentage
of O.K.'s. The network has already
guaranteed sponsors a 159? reduction
in nighttime time charges for fall Inns.
So it seems safe to sa\ that the discount
increases will amount to between 15
and 20', .
While NBC attacked the CBS move
as an "act of desperation" and "con-
trar) to the best interests of radio
stations and network-." it said it had
to go along in order to meet the
competition. Station- ha\e been asked
to accept a 2u' , reduction in com-
pensation and NBC made clear it
would meet whatever actual reduction
1 BS finall) derided on.
It ap] ears likel) that \BC will fol-
low along. Mutual, which has a
"creeping" rate reduction formula,
will continue with it. The Mutual
formula provides for a 50' < reduction
in nighttime rates in individual markets
-i\ months alter a t\ station comes on
the air in that market. Since Mutual'*
rates have been automaticall) adjusted
as new video outlet.- have appeared,
the network -ees no reason to add
further inducement-.
Q. Why will the radio networks
cut their time charges at night?
A. ObviousK.no business cuts p
when customers are anxious to buy.
\ml customers are not exactly banf
on the radio network-" doors to buy
nighttime at least, not at the existing
discount structure.
It i- interesting to note that 1MB
gross time sales figures a reliable
measure for comparing sales activity
since basic network rate- themselves
have changed little in recent \ears —
-how daytime sales down this year, but
not nighttime. For the first four months
ol this year the four-network 1MB day-
time figure was 828,189,001. The 1953
SPONSOR
nt groil'ers sponsor: Florida Citrus Commission added network
&■ to other media, bought "Florida Calling" on MBS with m.c. Tom
(above). Client hopes to build up citrus fruit use in rural
>a which it can reach wiih radio, liked idea of show from Florida
I it. v If f« »!<•«• sponsor: Prudential Insurance Co. put nearly $700,000
in NBC Radio "Fibber McGee and Molly" nighttime strip for 39 weeks
starting September. Client likes nighttime radio for low cost and
ability to reach men, who buy most insurance; is already on daytime
corresponding figure was $31,470,611.
Nighttime figures for the first four
months of this year total 823.454,526
compared with .$23,845,520 last year
(see Radio Basics, page 248).
The advertisers' demands for lower
time costs or the reluctance to buy at
the old discount structure are a result
of the ratings, especially the Nielsen
figures. Audiences for evening shows
have dropped substantially — according
to Nielsen. For the week ended 8 May,
the average audience for the evening
once-a-week show was 1,633.000
homes. This compares with 1,969.000
during the corresponding week in
1953. The corresponding 1952 figure
was 2,097,000.
One network executive told SPONSOR:
"Whether we like it or not were stuck
with the Nielsen figures. They don't
tell the whole listening story. They
don t show the growing importance of
out-of-home listening in autos and on
portables. Unfortunately, we haven't
been able to get the same, complete
figures on out-of-home listening as we
have on in-home listening. So we have
to show comparable cost-per-1.000
figures for daytime and nighttime."
Another factor in the shying away
from network radio is the cost of
competitive media. Television is de-
vouring advertising dollars at a
tremendous rate, and its glamor puts
radio at a psychological disadvantage.
Costs of other media have been going
up, too.
Q. What effect will the reduc-
tion in network time charges have
on nighttime business?
A. sponsor queried media directors
at a number of the top agencies as to
the effect of the cuts. Here are some
answers:
William C. Dekker, vice president in
charge of media, McCann-Erickson:
"To my mind, the recently announced
rate reduction for evening network
radio costs should be reflected in in-
creased use of nighttime network radio
through package media buys. With a
favorable cost-per-1.000 opportunity,
an advertiser can come in and make a
good buy for two, four, six or eighl
weeks or more in programs with known
ratings. Continuance of good night-
time programing should contribute to
maintaining the level of listening and
thus national spot sales should benefit
as well."
Arthur Porter, vice president in
charge of media, Leo Burnett: "Accord-
ing to the best information available
from the networks, the proposed rate
cuts will affect a saving of about 10' -
to the national advertiser. It is my
feeling that this is not enough of a
slice to result in any greatly increased
use of nighttime network radio.
"In the 1953- "54 season, in terms of
reaching people for a dollar, daytime
radio was most efficient, daytime tv
was next most efficient, and nighttime
tv and radio were about equal in
efficiency. Now, if the advertiser
receives a 10% reduction in the cost of
reaching people through nighttime net-
work radio, this would result in making
this medium about 10 c r less expensive
than nighttime tv but not nearb
i {'lease turn to page 256)
12 JULY 1954 Network radio program Comparagraph appears this issue page 175
253
EASY-TO-USE GUIDE TO NETWORK RADIO
ABC
Discounts: ABC, like other webs, has a
separate discount schedule for morning and
afternoon. In the morning it runs from 1595
for billings df less than $3,000 per week to 309?
for billings of $18,000 or over per week. The
afternoon schedule runs from 27', to 42%. In
the evening the gamut is 40'; to 53%. Above
this there are maximum discounts going up to
-I'!', in the morning and 549? '" the afternoon
when billings come to $2.4 million or more. The
maximum discount in the evening goes to 62' i
for billings of $1.5 million or more.
Rebate: There is an annual 99? rebate for 52-
week advertisers but this added discount can be
earned by less-than-52-week clients if they spend
$2.4 million annually on daytime billings or $1.5
million annually for nighttime billings.
t ontiyuity: ABC has both vertical ami hori-
zontal contiguity. It applies only to periods
15 minutes or more. In vertical contiguity, for
example, a client can buy a 15-minute show dur-
ing the day and one at night during the same
day tor The half-hour rate. Horizontal contigu-
ity is given only at night for buys totaling an
hour a week. For example : four l.Vminute shows
at night can lie bought at the hour rate. Nor-
mally, a 15-minute show costs 409? of hour rate.
Other: Nol shown on the rate card are such
special prices as a 7%-minute rate (one-half of
1 | -h f. rat.- for Jack (ire-son and an announce-
ment rate for Martin Pdock.
CBS
Discounts: These are now figured on annual
dollar volume basis but this may be changed to
weekly dollar volume basis because there is more
short-term buying on network radio these days.
Nighttime discounts now run from 'IT'S', for
any hillings of less than $10,000 during any 52-
week period up to 44.")' < for billings of $2.5 mil-
lion or more. Daytime discounts start off with a
flat -V; for any weekday buy. The regular day-
time discounts start at >' « for buys over $10.(100
and go up to 23.59? ,nI " billings of $2.."> million
or more
Rebate: Starting last year (T>s gave >'-j'<
additional discount only to 52-week clients.
There had been an annual rebate previously but
sponsors could, in effect, have earned it by
spending enough money in less than a 52-week
period.
( ouf ir/uif ;/: CBS has no contiguity as such
but an advertiser with a daytime show gets a
"proportionate hour rate" for a nighttime buy
of same amount of time or less any day of the
week. That is. if the advertiser has a l.Vminute
daytime strip he ,an buy an equal-sized strip at
night for 259? °f hour rate rather than the regu-
lar 40% of the hour rate. However, he still pays
4d' - of the hour rate for his daytime strip.
yet work ilexibilit y: By the Selective Fa-
cilities Plan the advertiser does not have to pay
attention to group requirements but must per-
mit CBS to sell show in markets where he
doesn 't sponsor it.
254
SPONSOR
CARDS
Shows discount systems used by each of the four networks to give you basis
for understanding upcoming discount changes at the radio networks
MBS
Discounts: There are two evening diseounl
schedules, one schedule for a splil and one
for a full network. The former run from l\h%
for buys of less than $3,000 per week to 20% for
billings of $20,000 or more. The comparable full
network schedule goes from 15 to 35%. How-
ever, there is a 50% discount for stations in tv
markets but in no ease can weekly dollar volume
discounts at night exceed ^0\[>'i . Since stations
making up 86% of network time eostN are in tv
areas this 50% discount applies to virtually all
stations at night. The maximum diseounl of
63% can be earned on nighttime billings of $1
million or more in lieu of the other discounts.
Daytime discounts go from 22y 2 % to 37U%
with an annual discount of 50% for billings of
$1.2 million or more.
Rebate: There is a 12'^', rebate for 52-week
clients. However, total discounts cannot exceed
"><>', daytime and (>:>',' nighttime.
Contiguity: Vertical only. Example: a cli-
ent who buys half-hour show during day and
half-hour show at night on same day gets the
hour rate instead of two half-hour rates, or To','
rather than 90% of evening rate.
Network flexibility: "Station gronp" re-
quirements have been eliminated. Even in case
of high-rated, established MBS "house" prop-
erties less than full network buys are possible,
subject to preemption for full network buys.
For participation buys, requirements for net-
work size are stringent.
NBC
Discounts: Nighttime discounts start at 32%
for billings under $6,250 per week and go up to
42% for billings of $50 000 per week and up.
Advertiser can elect, instead of weekly discounts
and the annual rebate, an over-all nighttime dis-
count of 47.75% for combined billings of $1 mil-
lion and up in a 52-week period. Daytime dis-
counts run from 5% for billings under $750 per
week up to 27.5% for billings of $25 ; 000 per
week and over. However, total discounts, includ-
ing annual rebate, are reduced by 10 percentage
points for morning programs.
Rebate: Advertiser's ou 52 consecutive weeks
get additional 10% continuity discount. It can-
not be earned any other way.
Contiguity: NBC broadened its contiguity
policies starting 1 March last. The new plan
permits an advert feer with as few as two quarter-
hour periods on different days to get contiguous
rates with other shows of 15 minutes or more on
same days. Suppose client has 15 minute's on
Tuesdays and Thursdays. If he buys another
15-minute show on Tuesdays he can combine the
two Tuesday shows and pay the half-hour rate.
Similarly for Thursdays. Another change pro-
vides that sponsors of daytime shows of 15 min-
utes or longer can buy equal amount of time at
night at the proportionate hour rate. The night-
time show could be bought on any night.
Network flexibility: An advertiser can buy
any lineup if gross cost is at least 759? °f full
network. Exception: spol carriers.
& 12 JULY 1954
255
efficient as daytime radio or daytime tv.
"Willi the obvious advantages of tv
ovei radio, it <l<>cs not appear to me
that a H>'< differentia] in cost is
enough to force advertisers to Btand in
line i" get into nighttime radio. While
nighttime radio listening in radio-only
homes is as high as ever, it has Buffered
a drastic drop in u homes.
"I his, combined w iili the fact that
there are about 20-25' - Eewer radio-
only homes than there were a year
ago, ma) mean thai tlie networks" rate
< ill ma\ be too little and too late.
/ red Barrett, vice president in charge
of media, BBDO: "Since we buy
media on its effectiveness and it-
ability to meet the needs of a spe< ifi<
product or problem, rate cuts are tn>t
likely to change our thinking one way
oi the other should some media prob-
lem suggest the use of the network
radio."
Walter G. Smith, vice president and
media director, Biotu: '*In our opinion,
the recent radio network rate adjust-
ments are long overdue. While these
rate cu!s should be helpful in main-
taining a good share of current net-
work volume, we question whether they
will attract any important new business.
We believe the networks mav have to
give consideration to additional rate
adjustments, and an even more flexible
policy of station selection if they expect
to maintain a substantial volume of
advertising in the future."
Programing
Q. What's new in network radio
programing this fall?
A. Programing trends this fall will
be marked by an intensification of
previous developments caused 1>\ tele-
vision, especially at night. Possibly the
most until .able development will be
the increased use ol strips at night.
CBS will have an hour ol them from
9: 10 to 10:30 p.m. The Amos V indy
Music Hall will l>c on from 9:30 to
9:55 five nights a week, Followed by
five minutes ol Bob I rout and the
news. Two L5-minute strips will follow
l'>i>|i I rout. \h. Keen and Life nith
Luigi. Both Mi. kern and Imos "
ln</\ will also remain in theii half-
houi pei iod weekly formats on I i iday
and Sunday . respectively . I he 25-
minute Imos V \ml\ -hi|i period will
be wai mid up tin- summer by Ja< k
( arson.
NBC will add anothei nighttime
-tii|i to it- existing Fibbei \icGee and
\h>il\ across-the-boarder. It will be
The Great Gildersleeve. The two will
run back-to-back in the 10:00-10:30
pei iod Sunday through I hursday. I his
unconventional five-day run i- caused
li\ Borne new business in NBC Radio's
I i iday lineup. < rillette's fi^ht -how.
Cavalcade of Sports, came over t<> NBC
from Wtt. as part of a bi<i move of
Toni-Gillette business to NBC Radio
and TV.
VBC, which had an hour of 15-
minute across-the-boarders from 8:00-
0:00 p.m. during this past season was
unable to get much business out of
them and is switching over to a longer
show, the hour-long Jack Gregson
Show, already on. The Gregson pro-
gram will probably be on Tuesday
through Friday in the fall. On Monday
ABC is building a program lineup
around its newly acquired Voice of
Firestone, which keeps the same slot
it had on .\BC, 8:30-9:00. Keeping the
same time slot was. of course, of great
importance to this old-timer on radio.
ABC will also retain the strip format in
the 10:00-10:30 p.m. period.
Mutual has no new plans for night-
time strips. However, its block of
half-hour mysteries from 8:00 to 9:00
p.m. even weekday can be considered
a kind of strip since the same kind of
show is on at the same time e\cr\
v/eekdav night.
Q. What is the reason for the
increased use of strips?
A. There are a number of them.
In the first place, talent and produc-
tion costs can be spread out in a strip,
and so they are cheaper buys for the
advertiser, a \er\ important factor in
radio these day s.
Secondh. they are a way for adver-
tisers to gather large cumulative audi-
ences quickly, a factor of growing
importance in buying radio today.
Thirdh. they offer another device
for networks to sell announcements or
segments to clients seeking cheap circu-
lation buys. While am of the radio
networks would be glad to sell night-
time strips to single advertisers, the
actual purpose of them in 1954 i- to
sell them to a variety of advertisers in
a vaj iety of way s.
Fourthly, the strip is easy for the
listener to remember. It is felt that the
radio audience has enough t«> remem-
ber in the way of television programs
and thai his memory of radio programs
tends t<' be secondary. With strips the
listener can easily remember that, for
example. Jmo5 " Andy i- on 9:30
every night or Fibber is on at 10:00
every night. The Mutual block of
mystery shows, while not -trips in the
ordinary &ense -till cater to the easy-
to-remember factor.
Q. What changes are going on
in radio network program formats?
A. The trend toward easy-to-listen-to
-hows is continuing. This i- the net-
w oi k-" way of adjusting themselves to
the changes in the way people listen
nowadays. With the growth of out-of-
liome listening and the spread of radio
sets outside the living room, the I ,S.
audience more and more listens while
doing something else.
This listening revolution i- by no
means a 100' < thing. The top radio
network shows are still the conven-
tional one-, like Amos ' n Andy and
the Jack Benny Show. \ good -how is
t a-\ to listen to whether \oure in the
living room, in an automobile, on the
beach, in the kitchen, bedroom or den.
But it i- significant that the new Amos
n Andy strip is colored by the di>k
jockey format which has been so suc-
cessful and which has enabled the inde-
pendent stations to give the network
outlets a run for their money.
The new A& t strip on CB^ Radio
will be part fiction, part realitv. It will
not be a storv show. It will "originate*
from the Grand Ballroom of the
Mystic Knights of the Sea. Recorded
music will be pla\ed. quests will appear
but \nio-. \ndv and the Kingfish, who
will "manage" the -how will play
their parts in character. \ hypothetical
gimmick might be some ludicrous mix-
up whereby the Kingfish mistakes
Frank Sinatra for Eddie Fisher when
the former appears on the show.
Another swi'ch in approach for a
well-known radio personality will be
the new Edgar Bergen show, which
Kraft will sponsor on CBS Radio for
an hour on Sunday nights starting in
the fall. Bergen and his puppets will
indulge in discussions of politics,
-port-, -how business anything of
current interest. There will be well-
known guests and there will be musical
recordings played a la the d.j. I he
approach will be low-key. There will
be humor, but it will not be a comedy
-how in the u-tial sense.
I he above shows are examples of the
256
SPONSOR
Only a combination of stations
can cover Georgia's
\ajor markets.
The Georgia Trio
WAGA
5000 w
590 kc
CBS Radio
WMAZ
f* 10,000 w
|< 940 kc
!CBS Radio
represented
individually and
as a group by
The KATZ AGENCY, INC.
NEW YORK CHICAGO DETROIT ATLANTA
12 JULY 1954
WTO
5000 w
1290 kc
CBS Radio
The TRIO
offers advertisers
at one low cost:
•
CONCENTRATED
COVERAGE
•
MERCHANDISING
ASSISTANCE
•
LISTENER LOYALTY
BUILT BY LOCAL
PROGRAMMING
DEALER LOYALTIES
In 3 major markets
DALLAS
KANSAS CITY
LOS ANGELES
SAN FRANCISCO
257
networks' efforts to find a program
formula which n<>t onlj will compete
with t\ bul with the independent sta-
1 1 « • 1 1 — . I In- increasing emphasis on
music and news in network program-
ing, the network people realize, might
be Fata] i" the networks it it turns
cut id be a < arbon < -• »| » \ of programing
l>\ the independent outlets.
Spot carriers
Q. What's the outlook for spot
carriers?
A. More ol them. \\ bile spol carriers
have not been an outstanding success
in all cases the reason is the adver-
tiser's resistance t" network radio
rather than a dislike of the spot
can iii idea itself.
Q. What does the advertiser like
about spot carriers?
A. 1 he) are a (heap way of reaching
a lot of different homes. By buying
announcements in a group of different
shows .ii on different days of the week
in the same strip the advertiser is able
to scatter his shots. He is likely to
reach more different homes with three
scattered spot carrier announcements
than with three commercials in the
same show.
Counter-balancing this unduplicated
homes advantage is the fact that each
home reached through spot carrier
huvs is likely to be reached fewer
times than the homes reached through
one complete program. In addition.
the sponsor buying a complete show
toi himself gets better sponsor identi-
fication and is better able to merchan-
dise the -how and its personalitv.
Q. What's new in spot carriers?
A. Mutual is polling it< affiliates to
gel an O.K.. on its new half-hour spot
carrier strip on weekday mornings and
a similar strip in the afternoon.
I his will be added to the existing
Multi-Message Plan in the evening
.ind on late Sundaj afternoon. The
MBS affiliate committee alread) has
approved the new plan.
I lie mOl r i i ti l: -t i i|> w ill be StOt \
Time with Madeleine Carroll. She will
narrate the stories and ad in them.
I .K ll BtO] J H ill be a week long. The
time slot will be 10:30-1 1 :00 p.m. The
pi ice baa nol been de< ided upon yet
but in line with previous Mutual spot
carriers there will he four announce-
ments per hour. The afternoon strip
won't lie -ct up until the morning strip
i- -old.
In its announcement disclosing the
cut in nighttime costs CMS and its
affiliates deplored "the widespread
activities of some network- in accentu-
ating the sale of other than the CU8-
lomarv lime and program unit-. In
line with this, < IBS will -ell its new
15-minute nighttime strips and some
of it- longer -how- in 15-minute seg-
ment-. One exception i> the Amos ii'
Indy 25-minute strip which will be
sold in six-minute segments.
This means that the sponsor can
buy as little as one program in a 15-
minute strip. Of course, nobody buying
network radio will normallv Inn 15
minutes of programing and no more.
It - not onrj ineffective, it's expensive
because the time discounts will be nil
or practically nil. The point is that the
CBS strips will be flexible buys, one
of the important characteristics of the
spot carriers.
It is not outside the realm of possi-
bility that if the 15-minute segments
do not sell well, CBS will break them
down into TV-j-minute segments. This
means in effect, selling single com-
mercials.
The 7 1 -j-minute segment, which
means four commercials within a half-
hour show, seems to be "rowing in
popularity. NBC's long participation
shows provide for eight announcements
an hour. MutuaPs original Multi-Mes-
sage Plan provided for three commer-
cials per half hour but this was later
switched to four. CBS' Power Plan,
which has been discarded, sold three
commercials per half hour. The use of
four per half hour means, of course, a
cheaper price.
\HC has added only one spot carrier
to its present roster. However, it has
the O.K. from its affiliates to program
12 additional hours of spot carriers.
These will not be put on until the
existing ones are sold out or nearK
sold out.
\l!( - new spot carrier is The Great
Gildersleeve, which will become part
of the Three Plan, following another
Three Plan strip, Fibber XtcGee and
Molly, at 10:15 p.m. The remaining
Three Plan weekdav strips are Second
Chance, on at 11:45 to noon, and //
/'(/is to be Married, on from 5 : T5 to
6:00 p.m.
There are four other NBC participa-
tion -how-, some of which involve
some time -witrhes for the fall. Road-
show, now on from 2:00 to 6:00 p.m.
Saturday ma) be moved over to the
I I :00 a.m. to 1 :00 p.m. slot on the
same day. Weekend will be shortened
a half hour and i- scheduled to run
from 4:00 to 5:30 p.m. Sunday instead
of 4:00 to 0:00 p.m. The Big Previeu .
now on from 7 :30 to 0:30 p.m. Satur-
day will be shifted over to the Fridav
8:30-10:00 p.m. slot leading into the
Gillette fi<_d)t-. previously on A I'd
Badio. Part of its time on Saturdav
will be filled in with a scheduled one-
hour Boston Symphony concert. Sun-
day with Garroway remains in the
8:00-10:00 p.m. Sunday period.
Q. What do participations and
segments cost?
A. They're generallv cheap. Thi- u
so despite the fact that the sponsor
generallv has to buy the complete net-
work or whatever stations carry the
show. The flexible station lineups
which a sponsor can get with his own
show are not available to buyers of
spot carriers usually.
The Three Plan has had a minimum-
buy requirement of three participations
a week for four weeks. While this i-
teehnicallv still in effect it will not In-
required in all cases. For example, an
advertiser who buys a big chunk of the
Three Plan for. say. a two-week satura-
tion campaign will not be turned down
because it is less than a four-week buy.
The two nighttime Three Plan strips
sell for $3,200 per participation or
$8,750 for three. The two daytime par-
ticipation strips cost S2.250 per for
Second Chance and $2,025 for // Pays
to be Married. The first-mentioned
daytime strip costs more because it a
on during morning time.
The other four participation shows
are priced as follows: Roadshoic.
Weekend and The Big Previeu sell
announcements for $2,250 while on
Sunday with Garroway the pri' <
$2,000. The Three Plan has its own
discount structure apart from the gen-
eral network discount structure. These
run up to !!' i for 156 or more partici-
pations within a 52-week period. Par-
ticipation huvs on the other NBC spol
carrier- can be combined with the
Three Plan buys for discount purpos -
On CBS the new nighttime strips
are priced as follows; Amos V And)
Music Hall will be $2,943 pei six-
minute segment. This includes time
258
SPONSOR
w to keep from getting lost
in NEW YORK or CHICAGO
Ever wonder whether Presba, Fellers & Presba
was on North Michigan or South Wacker? Ever
worry as you pulled out of Grand Central Station
how many important calls you forgot during your
three days in New York? It happens to the
best of us, at the worst times.
Next time you re in New York or Chicago make
very minute and call count by using SPONSOR'S 1954
pocket-size, 16-page booklet titled "Radio and TV
Directory of New York and Chicago." Here you 11
find names and addresses, by categories, of key
advertisers, agencies, stations, networks, news
services, representatives, TV film services, music and
transcription services, research firms, hotels.
We'll be glad to send you a Radio and TV Directory
on request — with the compliments of SPONSOR.
P.S. — Don't forget to call on us
next time you're in town.
SPONSOR
DIRECTORY
OF NEW YORK
AND CHICAGO
1954-55
-Jfr Advertisers
■X-
■X". Associations
* Hotels
4fr Networks
■Jf Resec
■X- Repre;
■K" Service
■3fr Stati
•X- TV Film Sources
The magazine radio and TV advertisers USE
New York 17 40 E. 49th • MUrray Hill 8-2772
Chicago 161 E, Grand ■ Superior 7-9863
Dallas 1500 Jackson * RAndolph 7381
Los Angeles 6087 Sunset • Hollywood 4-8089
;.ml talent. Program prices l<>r \h.
Keen, which i- alread) on tin- air, and
Life with Luigi are $1,340 and $1,500
pei quarter hour, respoi lively.
Cli^ Radio is planning to bring back
Stop the Music in 1 1 1«- fall. Berl Parks
will possibl) be m.c. The unusually
interesting thing about it, however,
i- th.it it ma) be I ' 2 hours long and
will be slotted between <'!:•»() and 9:30
p.m. on I uesda) s. \t least it \\ ill I"'
iliat Ion- 1! the (i :an be -"Id.
Advertisers will 1m- aide to buj the
show in segments with tin- price $2,000
per segment.
Ilc»s€ k ;ir<*li
Q. What's the big problem in
network radio research?
A. Our of the biggest, if not the big-
gest, i> to measure the extent of out-
of-home listening on a regular pro-
gram basis.
Q. Why is this particularly im-
portant?
A. Because the amount of out-of-
home listening i- increasing in abso-
lute figures and relative to in-home
listening. Most of this out-of-home
listening i- in automobiles — there are
29 million or more auto radios — and
the networks consider other out-of-
home listening a factor, too. In a pres-
entation now making the rounds of
agencies and advertisers, CBS Radio
points out that there are about 10 mil-
lion batter) -operated portables and
about 1*) million radios in public
places. The problem of how to mea-
sure all this listening economically is
a humdinger.
Q. To what extent is out-of-
home listening increasing?
A. Pulse lias been measuring out-of-
home listening locall) in an increasing
ninnliei ol markets Eoi lour years. In
those mat kets ' -ix ol them 1 where
out-of-home listening ha- been mea-
sured dm in- those loin \ ears the in-
1 rease 1- '■-" i .
\- a by-producl ol it- < overage stud)
in 1952, Nielsen found thai the aver-
age houi l\ amount ol out-of-home li--
tening relative to in-home went from
I I .'i' . dm inj the week to 14.89! on
weekends. However, during a number
ol hours the percent rose to from 25
to more than 30%. There 1- general
agreement thai Bince l'.>.">2 the figures
have gone up substantial!) .
Q. What is the outlook for the
measurement of out-of-home lis-
tening?
A. As a by-product of it- new local
rating service, Nielsen i- offering the
network- national auto radio -et-in-
use figure- b) quarter hours. These
will be given as a percent of home-
using radio. These auto radio listen-
ing figures will also be available local-
ly. There will be no breakdown b)
programs, however.
Auto listening data will he collected
from Nielsen diaries (Audilogs) plus
Recordimeters on auto radio-. These
Recordimeters -how the amount of
lime a radio or t\ -el i- turned on but.
unlike the Audimeter, do not -how sta-
tion or channel listened to. The auto
Recordimeler. unlike the home Record-
imeter, will not lor obvious reasons
buzz or light up periodical!) to remind
ihe listener to fill in the diary. The net-
works and Nielsen are still dickering
about this service and it is not known
exactly when the information will first
be available. One of the webs is re-
ported close to signing up.
Q. What new research is being
done affecting network radio?
A. Anxiouslv awaited are the re-ults
of the BAB-four network radio and t\
set count. With the field work already
completed by the Alfred Politz Re-
search organization, results are now
being tabulated and the figures are ex-
pected to be out by the end of this
month. The stud) will have stature in
advertising circles, having been vali-
dated by the Advertising Research
Foundation.
The Politz stud) did not go into ac-
tual listening but gathered complete
information on all radio and t\ sets
in and outside the home, where the)
are located and how main each home
ha-.
Also expected to be released shortly,
if it ha- not alread) been released, are
partial figures on Mutual's radio study.
This Study, done In J. \. Ward. Inc..
not onl) < ounted radio ami t\ sets ami
noted their locations but gathered ma-
terial on listening ami viewing habits
In quartet hours ol the da) .
I 01 example, those interviewed were
not only asked whether the) were lis-
tening to their radio or t\ -ets each 15
minutes but were asked what the) were
doing. This will not onl) give a pro-
file of famil) activit) all through the
da) but will -how to what extent peo-
ple listen to radio while doing some-
thing el-e.
Mutual will not release all the data
gathered in the studv hut will use some
of it for -perific -ale- pitches to client-
ami prospective clients. However, mosl
of the broad results are expected to he
made public.
Q. What research data are the
networks pitching at advertisers?
A. Aside from pointing out the bo-
nus of out-of-home listening, the net-
work- are stressing such things as ill
total amount of radio listening in the
country, i2i the large unduplicated
audiences a radio advertiser can gath-
er over a period of time and 1 \ I the
-till-large percent of non-tv home-.
In its new general radio presenta-
tion CBS is stressing figures showing
total in-home radio listening that Niel-
sen got together for the radio networks
in March. The) show that 92' ! of all
radio homes listen to radio sometime
during the week. This is a weighted
average of the 909< of tv homes that
listen to radio during the week am
the K )W , of radio-onl) home- that
listen. The figures also show that the
average radio home listens 20 hours
and 44 minutes each week and that
1I1 lit million people are listening
during the average davtime minute
and (2 1 13 million listen during the
average nighttime minute. These fig-
ures are for in-home listening only.
Thev cover the week of 7-13 M
1954
The large unduplicated radio audi-
ences that an advertiser can gather
through a single buv or a serie
spot carrier bins i< another wav <>l
saying that radio program audi'
show a large turnover. Here i- a sam-
ple of unduplicated audiences t
half-hour once-a-week evening pro
gram. Ihe figure- are Nielsen's:
The program averages a (>. 1 ratinj
during a 12-week period with a hiiill
of 8.0 and a low of l.'i. The av<
number of home- rea< hed each week i
2,982,000. Dunn- the fir-t W(
llii- 12- week period the pro
reached 6.7^ of all radio home-. Th
260
SPONS0I
They live on the Pacific Coast...
they listen to DON LEE RADIO
*
,,***
^
r
I
1.
.•}
, m "
hi
He
1
Don Lee IS Pacific Coast Radio
qhigh score in coverage, choose six letters . . . DON LEE,
1 1' station network that sells 45 important Pacific Coast
'" kc ts from within. It's the nation's greatest regional network.
MMMeE
RADIO
Don Lee Broadcasting System,
Hollywood 28, California,
Represented nationally by
H-R Representatives, Inc.
i
.1 week it reach* <l 5.9' i . Borne <>f
whom heard the first broadcast, but
in. ii | "l w bona didn't, i Since Nielsen
has a fixed sample, ii can mea ure this
(lupin ation. i \ total <>f 2.')' , of all
radio 1 n >i 1 1« ■- represent new homes
u hi< Ii did not heai the fii st pi ogram.
Thus the unduplicated homes percent-
is 9.6 % "i all radio homes.
I his unduplicated homes total con-
tinues rising. \i the end ol four weeks
the unduplicated rating is I 1.5 or 6,-
757,000 homes. \t the end of 12 weeks
the unduplicated rating i- 25.6' i of all
radio home- or 11,930,000 homes
which have heard one or more pro-
gram-.
This audience accumulation is more
marked on radio than on i\. The rea-
son is that the average radio rating is
lower than I lie average television rat-
in-. \ h program viewed l>\ !<•', of
all the t\ homes obvioush cannot
quadruple the number of different
homes which tune in while a radio
show with a rating of 6.4 has lots of
room to do so.
It should also be noted that undu-
plicated homes figures are not a mea-
sure of total home impressions. A tv
America's No. 1
Negro Market
WWRL has a larger audience in the
1,045,371 New York Negro Market
than any other station — network or in-
dependent — according to Pulse Ratings.
WWRL moves merchandise FAST —
that's why:
Carolina Rice
Aunt Jemima Flour
Tip Top Bread
Carnation Milk
Manischewitz Wine
Camel Cigarettes
Scott's Emulsion
Lyd.a Pinkham
Feenamint
B J Headache
Powders
use WWRL to outsell all competition.
Discover today how New York's Negro
Market (greater than ALL of Boston,
St. Louis or Pittsburgh) plus WWRL
programs and merchandising can pro-
duce greater sales for you.
Pulse Report on Request
DEfcndcr 5-1600
In New York City
at 5,000 Watts
K1B
program ma) show a slower rate of
rise in unduplicated audience <>\er a
period ol weeks but the probabilities
are thai each home hit i- hit more often
than a comparable radio Bhow.
Turning now to point No. 3 in th<-
first paragraph of this question:
The radio networks have not been
pushing too hard the point that ladio
is the best wa) to reach non-t\ homes.
\- the number of non-tv homes has
been deon-a-in^ that sales argument
has been losing it* force. The radio
Stations and networks have been pro-
graming more and more to tv home-.
Despite the decreasing number of
radio-only homes there is -till a large
number of them. NBC Radio is mak-
ing a point of that in one of its new-
est sales presentations. I he presenta-
tion declares that an advertiser who
uses network t\ must complement his
television advertising for full national
coverage.
It points out that of the 47,500,000
U.S. homes b'.V ( have tv sets but only
40' l of U.S. homes have tv sets and
are in the coverage areas of "the aver-
age 66-station evening television net-
work." That leaves 51 ' < of U.S. homes
uncovered, on the average. Even if
every tv home is covered an adver-
tiser' would miss 17.100.000 or 37',
of all U.S. homes. However, to in-
crease a tv network station lineup is
often difficult, clearances being what
they are. and. NBC sa\s, the mush-
rooming co?t is out of proportion to
the gain in coverage. The presentation
states: "When you increase I from I
basic to full tv network, coverage (is)
up 21 ' i and cost (is) up 50' < ."
The presentation also compares net-
work radio with four top national mag-
azines and four top Sunday supple-
ments in their ability to reach non-tv
homes. It finds that the number of
non-tv homes reached by these eight
periodicals ranges from 1.251.000 to
3,843,000 per issue and compares this
with the 17.100.000 non-tv homes
which can be reached 1>\ radio.
The presentation also torn lies on the
amount of duplication between radio
and t\ programs. Quoting a Nielsen
stud) <>f 17 radio-ft program combina-
tions, the presentation point- out that
the highest delivered audience duplica-
tion for an) combination was 4.3' i
while the average duplication for all
17 wa- l.'>' .
\- a final inducement to prospective
client- \RU Radio offers "at no COSl
to you, a complete Nielsen analysis
(of) \our t\ advertising combined
with a recommended complementary
-< hedule."
Network advertisers
Q. Who's buying more of radio
network advertising and who's
buying less?
A. \ comparison of 1MB indu try
figures for the fir>t four months of
this year vs. the corresponding period
last year show-:
1. In three important categories
there are increases in gross billu
loi Boaps and cleansers, autos and ac-
cessories, gasoline and oil. In the case
of the soaps and cleansers and gasoline
and oil classifications the upward move
in billings is a reversal of the 1953
trend. There are a variety of reasons
for the increase in soap and cleanser
business but the gas and oil increase
seems clearly linked to the increased
advertising for the new. higher octane
auto fuels. The increase in auto ad-
vertising on the radio networks (from
$2.0 to $3.4 million i is a continuation
of last year's upward rise, a result of
the keener competition in the busin -
Auto billings went from > 4 . 1 in 1952
to $8.0 million in 1953 on network ra-
dio, according to PIB.
2. In five important categories there
were decreases in toiletries, drugs,
food, tobacco and household equip-
ment billing-. The first three cate-
gories are the most important in net-
work radio from the standpoint of
billings. The decline in food billings a
a continuation of last year's trend.
However. L953 PIB hillings for toilet-
ries and drugs were above 1952.
Q. What are some of the new
radio network buys this year?
A. ABU has attracted four clients
new to network radio. They are <
Paw Rubber Co.. which bought Mod-
ern Romances; Merit Greeting Card
Co., which bought into the Marl n
Block Show; Elsevier Press, which
bought health talk- h\ Carlton Fred-
ericks, and Table Products Co.. a divi-
sion of Safeway Stores, which bought
\o School Today.
( U x was quite successful in selling
it- Robert Q. Lewis Saturday morning
show. whi<b began earh this \ear.
262
SPONSOR
Among those who bought: Royal Crown
Cola, Hclene Curtis and Doeskin. A.
E. Staley, a new-to-radio-network cli-
ent, starts on the Godfrey morning
show 19 July. Eversharp has signed
up for the Godfrey Digest. Dr. Scholl
is a new sponsor for the 24 April-31
July period. One of the most impor-
tant new radio purchases is Kraft's
huy of Edgar Bergen for an hour on
Sunday nights, starting in the fall.
(Kraft dropped The Great Gilder sleeve
on NBC Radio.)
Mutual has sold the Florida Calling
show with m.c. Tom Moore to the Flor-
ida Citrus Commission. The Pan
American Coffee Bureau has picked up
participations in the Multi-Message
Plan. Bridgeport Brass has also bought
into Multi-Message. Other 1954 clients
include Grand Duchess Steaks and Ni-
agara Manufacturing and Distributing.
NBC wrapped up two clients new to
network radio this year. Mytinger &
Casllebury, makers of Nutrilite, a food
supplement, will sponsor the Dennis
Day show on Sunday afternoon. D-
Con Co. bought two shows on Satur-
day, one in the morning, Doorway to
Beauty. There is a good chance that
the American Dairy Association will
buv Bob Hope on Thursday nights this
fall. The sale of participations to Pru-
dential and RCA amounted to $1.5
million in new business. The insurance
company will start off in September,
RCA this month. • • •
SPONSOR ASKS
{Continued from page 57)
FLEXIBLE BUYING CITED
By Thomas F. O'JSeil
President, Mutual Broadcasting System
Flexibility is the
keynote in net-
Iwork time buy-
fing this fall. Oth-
fer factors adver-
tisers will be
watching are
changes in listen-
ing patterns
'(where listening
will increase outside the living room
and out-of-doors), improved program-
ing, intensified merchandising support
and coverage other media miss.
More detailed research figures are in
the offing for MBS clients. Results of
KOMA
Affiliated Management KWTV CBS
" KOMA carried the first Ford
dealer's sponsorship of Edward
R. Murrow on a spot sales basis.
_Btf^50L
CBS
EDGAR T. BELL
General Manager
GENE RIESEN
Sales Manager
REPRESENTED BY
AVERY-KNODEL, INC.
12 JULY 1954
263
Him- where and
when listening is done ' kii< hen,
di ii i ami who listens (housewife, teen-
d theii in "Mi.- levels • a- well
.,- how man) listen v% i 1 1 be available
enabling advertisers t.. invesl theii
dollar- more wiselj than ever In-fore.
Mutual- "Multi-Message Plan," in-
augurated lanuar) 1952, quickl) be-
• ame a favorite h itfa advertisers I
.hhI -mall. This fall the network plans
to offer a daytime counterpart morn-
ing ami aften n "multi-message
sessions. In tin- past season more lead-
ing advertisers used MBS than evei
before in it- history. Vnd a sizable
number "I sponsors new t<> network
radio were added a- will.
Greatei nighttime values are another
radio "plus" advertisers will find diffi-
< ult to ignore. The MBS formula.
which compares favorablj with the
newl) reduced rat*-- announced bj
other networks recently, has l>een in
. lit-, t foi Mutual"- automatv
formula foi reduction of nighttime
rates tin- onlj on.- in network radio
afford- advertisers a continuous!)
adjusted rati- structure whenever tv
enter- a radio market.
Increased merchandising -upport —
on a local level i- another plus at
Mutual. \ new merchandising plan is
soon to be put into effect. The trend
to larger network hookups, lor more
concentrated coverage, will continue.
In 1950 tin- average lineup totaled 207
stations. It rose to 318 in '51, 366 in
">2 a\\<\ 135 in '53.
Closer) watched b) advertisers will
In- Mutual".- polic) <>f retaining the ac-
cepted and highl) rated programing
structure intact during the summer
month- a— in in- a -olid and loyal au-
dien< e foi the fall season.
TV'S AUDIENCE LEAKAGE
li\ Hnbrrl E. hintucr
President, tBt
sponsor's ques-
tion, "\\ hat are
tin- r a d i i ' - 1 \
trends advei ti--
• i- should look
out t " i this
fall.'" inti
me.
I nail the
question through
twice. M) -■■ "ml reading wa- the pro-
of the lll-t. I should like
io answei tin- question, a- I first in-
terpreted it. And -o you ma\ know
how I read it. I -hall rephrase the
question: "'What radio-t\ trends should
advertisers beware this fall.'
I will eite only one ... in television
where one can detect the subtle begin-
nings of what 1 call "tv's audience
leakage."
Ever) shopping day, 23,753 homes
l-u\ a t\ -et for the fir-t time. \nd the
circulation of evening television cun-
tinue- to mount. Witness the 17.271.-
000 home- that now w at' h t\ per a\er-
minute in the prime 8:00-10:00
p.m. hours. Last \ear it was 13.770.-
000 ho,,,.-. I,, 1952 it was 11.211.000
homes. Yen thi- fabulous growth
<~>\'< in two years) ha-. I fear, ob-
scured a -mall < ontrarv trend which,
if unheeded, would constitute a threat.
I refer to television's audience leak-
age. That segment of tv's potential
audience which leak- away before it-
expected \olume is delivered to the
advertiser.
We at ABC have been studxin-
homes whose viewing i- atypicall)
light This is the group whose view-
ing hahits are said to be proving in-
creasing!) "selective." This is a eu-
phemism for what our research shows
to be some evidence of a still small
hut growing reaction against what has
been called "the miser) of choice" be-
tween pro-rams of too similar and
therefore monotonous quality. I re-
fer to the beginning of a development
more fundamental than the wearing
out of t\ - novelty .
Program diversification and balance
offering a greater variet) of choice
will plug the leak. And this means a
program fare in prime time — far
broader than variet) reviews, comedi-
ans and drama show -.
It means a refusal on the part of
1 oth the advertiser and the broad- astei
to worship at tin- shrine of ratings.
The total cumulative audience — not
the per-telecasl audience— musl be the
ti-t. It would be unthinkable for the
Veu Yorh Times, for example, to i tit
to tabloid size t" reach the circulation
oi the Daily \'/<n. Yel this absurdit)
would parallel the rat i n- it t- which has
infected television with the \iru- of
imitation which results in sameness.
I In- i- w h) \l!< I \ i- delighted to
th< ' oit e "i I irestone. I his is
hi u ith it- "W ii tele, asl . on-
i ept it doesn't attempt to follow the
mi ..t an) other program it ha-
lt- own vitality. Those who ha\e
point.-. I ..ut thai the ' oice of Firestone
fail- to achieve the highest levels ol
rating apparent!) fail to see that this
program add- far more to television's
< in illation ha-e. i.e.. it- net undupli-
( ated audience, than the typical higher
rated program.
However, a pro-ram which is new
and different < an also be a serious con-
tender for top 10 rating honor-. For
example, Disneyland which premieres
on UJC l\ October 27. Disneyland
will rotate four new and different
format area-. New concepts which
innovate, not imitate.
One 1954-1955 t\ trend to beware is
"tv's audience leakage." The leak, now
tiny, can be completely plugged by
new programing which doe- not
imitate but whi'h through offering the
public something either new or differ-
ent adds varietv. richness, balance, and
therefore audience recruiting power to
television's pro-ran, -tru<ture.
INTEREST CROWS IN NEWS
By Ted Bergmana
Managing Director. Du Mont
Spon -or- with
whom Du Mont
i- -haping up its
fall and winter
-< hedule are
showing major
interest not alone
in entertainment
programs, hut in
news, in gporti
and in color, a- well as in the produc-
tion facilities being made available to
them through our new Tele-Centre. We
an- negotiating at the moment witl
national ad\erti-er- on shows tha
range from 30-minute dramatic
entations and quizzes to a one-hoi
variet) -how. We find several substan-
tial network -pon-ors intere-ted in
-Iron- new- programs and we full
peel to have at least one such program
on the air this fall with an outstand-
ing national!) known commentator
it- ke\ personality .
Ratings <>n professional football la
fall di-' losed an enthusiastic Sunda
afternoon sports audience. We
lake advantage of (hat h\ airing
-trolls - h.-. lulc of weekend Saturda
nigh I ami Sunda) afternoon footha
-aim-- from October through earh
. ember.
During the last few week- virtualb
all important sponsor and agenc) 61
c utives in Manhattan ha\e \i-ited ou
264
SPONSOI
w>
will
tlunl
,) it
airn!
new Tele-Centre. The) lell us they are
impressed by its completeness. I>\ fa-
( ilities which assure them economical
production of any type program from
the simplest to the most elaborate.
They were likewise interested in our
plans to originate color programs by
film over WABD in September and to
pick up color "live" from the uetworks
on WDTV. Pittsburgh, about the same
time, with WTTG, Washington, add-
ing similar equipment sometime later.
RADIO-TV AT CROSSROADS
By E. L. Deckittger
Vice President & Director of Research
The Biotv Co.. New York
Television and
radio are each
at crossroads in
their develop-
ment. Television
is on the verge
of becoming a
JA national medium
A for advertisers;
Mm radio faces the
possibility of loss of such status for
advertisers.
In such an atmosphere of turbulence
and change, the media analyst must be
alert to many trends. Among them are
these :
A. — Television developments
1. The size of network needed for
virtual national coverage.
2. Degree of success of morning
and day tv.
3. Rate of development of uhf.
4. Rate of development of a "third
network.
5. "Settle down" level of tv view ing.
6. Rate of development of color.
7. Development, if any, of subscrip-
tion tv.
8. Degree of success of tv interests
in keeping costs under control.
9. Rate at which home-saturation
is achieved in set-ownership.
B.— Radio
1. Success of radio in programing
to combat tv.
2. Effect of influx of tv serials —
and growth of day tv in general — on
day radio.
3. Effect of development of second-
ary tv set on radio's secondary audi-
ence.
4. Radio's ability to lure marginal
audiences — out-of-home (including au-
tomobile), secondary sets and so on.
5. Radio's ability to adjust costs to
changes in audience delivery.
(>. Radio's resourcefulness in de-
veloping high circulation, low cosl
techniques.
7. Degree to which ownership ami
use "I home radio sets continues to
i i< \ elop.
\ll things considered, sharp vigi-
lance i- necessai \ in unlet to keep cui •
rent with today's \er\ fluid media
situation.
49TH b MADISON
[Continued Irani page I!!'
WBAY-TV STUDY
\\ c would be glad to have all further
details you may have on the \\ iscon-
sin study ["How far out does a t\
station sell?" 3 May 1954, page 38],
which appears to be an extremely in-
teresting one.
Richard (i. Blaine
Manager Radio-'/ r Dept.
Raymond Spector Co.
New York
• A preliminary report on r I • . Wisconsin stud)
appeared In the .'* >l;i> I«>."»| i>-.u<-. Results prob-
ably will not be published until late this year.
CLOTHING CASE HISTORIES
Do you have am television result
stories for men's furnishing and de-
partment stores? We would appreciate
anything your research department
can dig up.
Jon\ Sinclair
Sales Dept.
WCHS, Charleston
• SPONSOR'S Readers' Service Dept. is glad to
furnish readers with titles and dates of case
histories and re-ult "tori^- in specific product
categories.
INTERNATIONAL SECTION
We have noted that in your fine sec-
tion on International Radio and Tv
[28 June 1954, page 41] many au-
thorities recommended program buys
abroad.
We, however, have found the use of
radio spot announcements the most ef-
fective single selling tool for consumer
products in international advertising.
Furthermore it seems to be equally ef-
fective in all markets. Commercial
television is beginning to emerge
throughout the world, particularly in
Latin America, but radio is still the
top medium and the spot announce-
ment, despite the common abuse of
multiple spotting in the same hour, re-
mains the best seller.
Among our clients using radio spots
12 JULY 1954
..ii ,i w ide and intensive - ale an 1 1
den for Klirn milk. < rudo, Hemo and
Instant I offee ; I ievei Bros. Co foi
Kin-.. Blue, I afebuoy , Lux I oilel Soap,
Pepsodent; Quakei * >.ii- Co. I"i Quak-
ei Oats; Griffin Mfg. Co. Eoi \P.<
Polish, Liquid Wax and Ulwite; Lam-
bert for I jstefine Antiseptic ; Norv ich
foi Pepto-Bismol and Vmolin.
\\ e plan- and supei \ ise Ii hours ol
radio and five and one-hall hours ol
lele\ ision programs abroad weekly
along with spot announcement cam-
paigns in both media totaling more
than 325,000 spots annually .
We well realize the great values "I
radio and television programs and it is
our feeling that all programs should
be designed t" meet the special needs
of the products advertised on them.
We are more impressed 1>\ good rat-
ings for programs aimed directly at
the buyers of the products advertised
than b\ high ratings for -hows \vhi< h
just have large, undefined audiences.
Our client Esterbrook Pen Co. has a
great potential sale to school young-
sters. To meet the special interest of
these buyers we developed a radio pro-
gram series called Esterbrook Goes to
School which features a visit each
week to a different high school. The
series has proved phenomenally popu-
lar with strong sales results. Ester-
brook plans to expand the series into
many additional markets.
W ith the advent of commercial tele-
vision in markets overseas we have
been consistently on the alert for
adapting successful radio programs
into this medium. Lever Bros, has
just authorized placement of a tele-
vision series over W K. \Q-TV, San
Juan. Puerto Rico, based upon their
radio series Los Jibaros. This series
has been on radio for 23 years and it
is our high hope that this record will
be equaled or exceeded in television.
W e feel that merchandising of radio
and television campaigns is one of the
most significant factors in selling. Ml
the tricks of selling must be used to
support the regular advertising. In
Puerto Rico an offer of chinaware con-
taining the picture of "The Last Sup-
per" was extended over a daily radio
serial drama and over the FavoriU
Story sfiow on television. This offer
has provided plenty of goodwill for the
Borden name.
James G. Zea
Director of Radio and Tv
\atl. Export Advertising Service
Neic York
265
WCOV-TV
Montgomery, Alabama
"CRADLE OF THE CONFEDERACY"
PROGRAMS
WCOV-TV is a primary CBS
affiliate but we also
carry top flight programs
from ABC, DuMont & NBC.
34 live studio shows are
featured weekly on WCOV-TV.
VIEWERS
We're 85 miles from the
nearest television competition.
Conversion is practically 100%
and set ownership is almost
40%.
AVAILABILITIES
We'll have to admit that
the spot next to "I Love Lucy"
and the "Pabst Fights" are
gone but we still have some
choice ones left.
ASK ANY RAYMER
OFFICE FOR DETAILS
ADVERTISERS IN THIS ISSUE
SPONSOR— 12 JULY 1954
AMERICAN TELEPHONE 4 TELEGRAPH 185
ASCAP 250
BATTEN. BARTON. DURSTINE & 0SB0RN 9
BLAIR TV 87
BONDED FILM STORAGE 98
BROADCAST MUSIC INC. 141
CBS TV NETWORK 126. 127
CFCF. MONTREAL 30
CFRB. TORONTO 208
CIAT. TRAIL. B C 208
CKLW. DETROIT 109
DON LEE NETWORK 261
DON LEE O&O STATIONS 213
DU MONT NETWORK 143
FILMACK TRAILER CORP. 144
FREEMANTLE OVERSEAS RADIO I TV 221
GENERAL TELERADI0 193
GEORGIA TRIO 257
HOUSTON CO-OP 16. 17
KARK-TV. LITTLE ROCK 149
KATV. PINE BLUFF 89
KBIG. AVALON. CALIF 10
Kr-RS. SAN FRANCISCO 249
KCMO-TV. KANSAS CITY 153
KCOH. HOUSTON 16. 17
KCOR. SAN ANTONIO 66
KDKA. PITTSBURGH 202.203
KDON. SALINAS 2J
K*DO WICHITA 102
KELO-TV. SIOUX FALLS 100
KERN. BAKERSFIELD 21
KEX. PORTLAND. ORE. 202.203
KEYSTONE NETWORK 174
KFAB. OMAHA ..._ 245
KFBK. SACRAMENTO 21
KFRC. SAN FRANCISCO ..... 213
KFYO, LUBBOCK 194
KFYR-TV. BISMARCK 76
KfiA. <5POKANF 233
KGB. SAN DIEGO 213
KGBS. AM & TV. SAN ANTONIO 114. 115
KGEO-TV. ENID. OKLA. 72
KGER. LONG BEACH 12
KGGF. COFFEYVILLE. KANS. . 15
KGNC. AMARILLO 85
KGUL-TV. GALVFST1N 106
KGVO-TV. MISSOULA. MONT. 78
KHJ. LOS ANGELFS 213
KHOL-TV. KEARNEY. NEB. 148
KID-TV. IDAHO FALLS 93
KIFN. PHOENIX 68
KIWW. SAN ANTONIO 206
KJEO. FRESNO 18
Ki P«. S»N ANTONIO 223
KLOK. SAN JOSE 204
KMJ. FRESNO 21
KMPC. LOS ANGELES 241
KMTV. OMAHA 84
KNUZ. HOUSTON 16. 17
KPX. LOS ANGELES _ FC
KOA. DENVER _ 226
KOB-TV. ALBUQUERQUE 94
KOH. RENO 21
KOLN-TV. LINCOLN 155
KOMA. OKLAHOMA CITY 263
K1WH. OMAHA 217
KPHO-TV. PHOENIX 153
KPRC. HOUSTON 16. 17. 19
KRBC-TV. ABILENE . 152
KRON-TV. SAN FRANCISCO 97
KSDO. SAN DIEGO 20
KSL-TV. SALT LAKE CITY .... 110
KSO. DES MOINES 210
KTHS. LITLE ROCK 5
KTHT. HOUSTON 16. 17
KTNT. TACOMA 121
KTRH. HOUSTON 16. 17
KTUL. TULSA . 216
KTVH, HUTCHINSON 96
KTVU. STOCKTON 95
KUDL. KANSAS CITY 200
KUDNER AGENCY. INC 67
KUTV. SALT LAKE CITY 147
KWFT-TV. WICHITA FALLS. TEXAS 123
KWBB. WICHITA 206. 210
KWG. STOCKTON 21
KWIJ. PORTLAND. ORE. 208
KWTV. OKLAHOMA CITY 163
KXYZ. HOUSTON . 16. 17
KYOK. HOUSTON 16. 17
KYW. PHILADELPHIA 202.203
MrCANN-ERICKSON. INC 70. 71
McCLATCHY BROADCASTING CO. 21
MEREDITH TEIEVISION STATIONS 153
MOTION PICTURES FOR TELEVISION 191
MTVIELAB FIIM LABORATORIES 122
MUSIC CORPORATION OF AMERICA 13
MUTUAL BROADCASTING SYSTEM 32.33
NBC TV NETWORK 50. 51
PRECISION FILM LAB 182
RCA ENGINEERING 58. 59
RCA RECORDED PROGRAM SERVICE 64. 65
SARRA. INC 63
SCOTT HENDERSON AGENCY 218
SONG ADS 146
SRDS 267
STARS INC.. ATLANTA 200
STEINMAN STATIONS 3
STORER BROADCASTING CO. 114. 115
TELEVISION PROGRAMS OF AMERICA 22.23
WAFB-TV. BATON ROUGE 62
WAGA AM *. TV. ATLANTA 114. 115
WAVE-TV. LOUISVILLE 173
WBAY-TV. GREEN BAY 25
WBFN. BUFFALO 57
WBNS. COLUMBUS 6I
WBRC AM 4 TV. BIRMINGHAM 114. IIS
WCAO. BALTIMORE
WCBS-TV. NEW YORK 104. 105
WCOV-TV. MONTGOMERY 266
WDAN. DANVILLE. ILL.
WDBJ. ROANOKE
WDTV. PITTSBURGH
WESTINGHOUSE BROADCASTING CO. 202.203
WFAA. DALLAS 2 «
WFAA-TV. DALLAS
WFBC-TV. GREENVILLE
WFBM. INDIANAPOLIS 247
WGAL-TV. LANCASTER .-.
WGAR. CLEVELAND
WGBS. MIAMI ■"*• " 5
WGR. BUFFALO
WGSM. HUNTINGTON. N. Y.
WHAM. ROCHESTER
WHBF-TV. ROCK ISLAND
WHDH. BOSTON
WHEN-TV. SYRACUSE
WHIO-TV. DAYTON
WHO. DES MOINES
WIBW. TOPEKA
WIBW-TV. TOPEKA
WICU-TV, ERIE
WIOD. MIAMI
WIP. PHILADELPHIA
WIS-TV. COLUMBIA
WISH-TV. INDIANAPOLIS
WISN. MILWAUKEE
WJAC-TV. JOHNSTOWN
WJAR-TV. PROVIDENCE
WJBK-TV. DETROIT
WJPS. EVANSVILLE
WJW. CLEVELAND
WKBN-TV. YOUNGSTOWN
WKMF. FLINT
WKOW. MADISON
WKZOTV. KALAMAZOO
WLBC-TV. MUNCIE
WLS. CHICAGO
WMBG. RICHMOND
WMIN-TV. MINNEAPOLIS
WMT. CEDAR RAPIDS
WMTW. PORTLAND. ME.
WMURTV. MANCHESTER.
WNAO-TV. RALEIGH
WNAX. YANKTON
WNBQ. CHICAGO
WNBW. WASHINGTON
WNHC-TV. NEW HAVEN
WOI-TV. AMES
WOOD-TV. GRAND RAPIDS
WOW. OMAHA
WOWO. FORT WAYNE
WPEN. PHILADELPHIA
WPRO. PROVIDENCE
WPTZ-TV. PHILADELPHIA
WQXR. NEW YORK
WREN. TOPEKA
WREX-TV. ROCKFORD
WRGB. SCHENECTADY
WSAZ. HUNTINGTON
WSB-TV. ATLANTA
227
II
150
129. 140
153
113
29
220
157
77
214
228
86
55
201
116
14
SI. H4. 115
206
178
169
209
204
158
18
34
I FC
53
N. H.
WSJSTV. WINSTON-SALEM
WSOK. NASHVILLE
WSPD AM 4. TV. TOLEDO
WSYR. SYRACUSE
WTIC. HARTFORD
I BC
125
90
128
69
81
80
145
79
171
. 235
202. 203. 239
177
205
202. 203
212
225
187
91
218
103
124
210
114. 115
207
WTOP. WASHINGTON
WTPA. HARRISBURG
WTTV. BLOOMINGTON
WTVP. DECATUR
WVET. ROCHESTER
WWDC. WASHINGTON
WWJ-TV. DETROIT
WWRL. NEW YORK
WWTV. CADILLAC. MICH.
WWVA. WHEELING
WXEL. CLEVELAND
WXYZ-TV. DETROIT
ZIV TV PROGRAMS INC.
87
6. 7
266
SPONSO
Agency and client •
behind closed doors •
hopping on the schedule •
your medium, your market
are mentioned • a question
is raised • the agency man
reaches for Standard Rate . . .
Brother, what a grand feeling to know that
you are
in a Service-Ad near your listing.
For the full story on the values 1.161 media get from their
Service-Ads, see Standard Rate's own Service-Ad in the
front of all SRDS monthly editions; or call a Standard Rate
Service-Salesman.
Note: According to a study of SRDS use made by National Analysts,
Inc.. 83% of all account men interviewed have SRDS available at
meetings in clients' office.
Fall Facts: 1954
I in M .1 LO-man i and woman > edi-
torial -i. ill loose foi a month to six
weeks on .1 project a- challenging a*
the fall radio and t\ picture and j ou re
bound t le up h itli something
ivorthw hile.
"Ili i — year's Fall Facts issue I mir
1 ighth 1 comes i" 268 pages, as againsl
236 last yeai and <"'! pages in 1947,
our first Mil h issue. Perhaps no other
yardstick could -how so graphically
not onl) the growth of the air indus-
ii\ these past eight years but also the
acceptance ol these Fall Facts issues
as "use handbooks |i>r fall l>u\ ing b\
agencies and advertisers.
What's in these 268 pages tliis year
thai should make you drop everything
the moment you gel the issue and start
reading? \ glance at the index on
page 8 w ill tell you.
\- for the trends the sponsor staff
has uncovered, you'll find them de-
tailed in tln> lead article pages 35 to
37. fliese are three kej ones, as we
see it :
1 . I he skj r<>: keting growth of t\ ,
which has made thr surge nf even
olhei medium |>al<- into insignificance
when compared with it. Stations ap-
proai hin:; the I" 11 mark. * loloi about
1 me in to set ofl another frenz) (if
ex< itement just as most people are
getting used in black-and-white. \<l-
vertisera seeking new ways t" use this
d\ naniii new medium.
2. Radio's increasing values, parti)
through network rate cuts, parti]
through the astonishing sale of new
sets and parth through the rising < osta
11I competitive media, including t\.
wTiatevei radio's long-term future, it is
tnila\ the "id\ truK universal mass
medium in the country 1 98. '■'>'< satu-
ration 1 .
3. The increasing awareness of
both air media on the part of national,
regional and local advertisers. The
figures show radio and t\ increasing
in billings at a greater rate than news-
papers hi magazines. This will con-
tinue as color gives tv the one exclu-
sive feature that magazines have capi-
talized on in the past.
For the thousand and one tips on
what's happening in the radio and tv
fields, as well a- what's going to hap-
pen tin- fall and winter, you'll not onl)
want In -kini through the entire issue
njdit now hut also file it to refer to
again and again.
As usual Radio Basics. Tv Basics
and. for the first time. Film Basics will
be reprinted and available to you at
nominal cost.
A wise decision
The decision of the "\ AIM B's Tele-
vision Hoard and the Television Adver-
tising Bureau (Ta \Hi to merge plans
for a single all-industn tv sales promo-
tion bureau instead of beating ea< h
other - brains out was a wise one.
I he industrj would have suffered
had two t\ bureaus been set up.
lime i- vital, however. I he bureau
ghould get functioning as booh as pos-
sible. I he entire industr) needs the
facts, figures and data that onl) a
strong t\ bureau supported 1>\ ever) t\
station and network can ^i\e it. SPON-
SOR i- glad the breach between the two
g 1 oups has been closed.
Meantime the -eparate \ \RTB-
sponsored i\ county-by-count) Bet cen-
sus and circulation surve) Bhould move
forward at full -peed.
♦ # #
"Tv radio"
Jack Gould, the Vetl) ) ork Times'
radio-t\ reporter, created a buzz of
excitement in the Bi^: < -i t \ recentl)
when he devoted a full column to "'t\
radio." He revealed that for the past
year he's had a four-tub:- fin mobile
radio that tune- onl) the sound chan-
nel- ol New 1 ork's seven \ ideo sta-
tions. The listening, he says, i> far su-
perior to ordinarj radio fare, the pace
being -lower and more realistic, the
"acting" superior and the programs far
more exciting than network radio -. es-
pecialb at night. He suggested that
set makers could turn out "t\ radio"
-ei- for perhaps (25.
Long before the column appeared, a
network president told sponsor that
radio network- ma) have to become
adjuncts to tv networks to survive.
SPONSOR doe- not share this belief.
Uthough there is a place for '"tv ra-
dio."' SPONSOR regards radio as a me-
dium -eparate and distinct from A\ '
others, with programing qualifications
of its own.
"'T\ radio." while a happ) develop- 1
ment for specialized purposes, should
not be confused with radio as a prime '
advertising medium.
Applause
)ake Evans' new book
Not often does a I k come out
u 1 iiien for one group that can be re -
ommended for another.
Jake I vans Selling un</ Promoting
Padio and Television 1- just su h a
book. < )l>\ iousl) w 1 itten for the time
and progi am salesman, it 1 an be read
with profit b) ever) advertiser and
agero ) man mi rested in the ait media.
Reason : lake I \ ans is \ l!( - direi -
i"i o! national advertising and promo-
tion.
\- example- of what should pro\e
"I especial interest to admen are the
two chapters "Selling Radio in a Tele-
vision Market' and "'What Television
< (ffers the Advertiser."
I he ln-t li-t- six exclusive features
enjoyed b) radio, including radio's
abilit) to sell people who do not read
magazines 01 newspapers.
\- for television, Jake make- three
points about the medium:
« It offers the advertiser more sale
of his product.
• It offer- him greater public knowl-
edge of his product
• It offers him more prestige for his
compan] .
The 348-page book ' with index 1 w;
published at $5.95 b) Printer-' li
Publishing Co. It's so well done \ou"
want a cop) .
268
SPONSOR
i is (
I
fight-blooming hiatus
his flower's in season again. It
Urinates, in a negative way,
I h every petal an unspent
(Inch of bucks.
|t it's papier mache, superfi-
; llv attractive, intrinsically
I icherous as henbane, without
Wits, obnoxious as poison ivy.
Me immediate effects are tem-
•fary, though there are cases on
9 >rd where audiences
1 er been recovered.
1 ough found largely in network
gramming, where it has been
to run wild, the n.b. hia-
occasionally found west of
Mississippi, even in Iowa.
, tsk.
WMT & WMT-TV
< BS loi 1 .i-ui n Iowa
Mail Iddress: Cedar Rapids
National Reps: The Katz \gency
and not maybe!
WWDC (MBS) 22.5%
Station "A" 14.6%
Station "B" 11.2%
Sta."C" 8.3%
" 5.7%
" 5.7%
4.5%
3.9%
In Out -of -Home Audience
This is a survey — not just an opinion.
PULSE made it— February, 1954— of the huge
out-of-home radio audience in Washington, D. C.
WWDC has this big extra bonus audience locked up tight.
About one-quarter of this entire listening audience sets
its dial to WWDC — and stays there, day and night.
WWDC is dominant 77' , of the time.
What are your plans for selling the
always-rich Washington market? You can hardly
do without WWDC. Get the whole story about this sales-producing
station from your John Blair man.
2.8%
In Washington, D.C. it's
2-6%
Represented Nationally
The Pult; tnt. Deport: Winter, I9J4.
bP » 2-
MI52 MIL I JOY
H C-ROOM 274
3 ROCKEFtlU PH2*
K t V.* V ' • ■ "> N V
e magazine radio and tv <•.. d
26 JULY 1954
50< per copy* $ 8 per year
^ MiLUOM
ththz
OOIO COAST
GULF COAST
\Gt\ from New Orleans to Mobile
^kOt\ from Baton Rouge to Lafayette
l\QH from Lake Charles to Orange
yf CffC frorn Houston t0 Cor P us ctlfisti
/
FIRST
IN NEW
ORLEANS
First among
all independents
during Negro
Programming
Period.
RECEIVED
JUL 2 6 1^54
NBC CEMERAL LIBRARY
l
g.rnming to the mass audience of 4 million, in-
mj; 1,250,000 Negroes with Negro and Hillbilly
gamming by radio personalities supported by in-
merchandising and promotion. An unbeatable
ic!>argain.
Represented by Forioe and Co. for Louisiana Stations, by John E. Pearson Co. for Houston
ARE YOU
AFRAID?
page 31
Auto insurance: net
radio helps build
State Farm name
page 34
I. How top agencies buy
media: the group
approach at B&B
page 36
Albuquerque
chain battles
giants with r
page 39
10 ways to put
more sell in your
ty commercials
page 40
How well can uhf
sell? Result stories
give tangible evidence
page 42
air: tv demonstrations
aid sales boom
page 44
_
You wouldn't harness an elephant
to a lawnmower, would you?
You don't need 50,000 watts or 10,000 or
even 5000 to cover the compact Baltimore
market!
W-I-T-H will do the job for you — without
waste! Network stations overlap areas covered
by their own affiliates . . . their effective coverage
is limited to just about the area W-I-T-H itself
covers.
NIELSEN SHOWS W-I-T-H IN LEAD!
In Baltimore City and Baltimore County
W-I-T-H leads every other radio and television
station — network or independent — in weekly
daytime circulation.
Let your Forjoe man give you all the facts in
this amazing Nielsen Coverage Service Survey.
IN BALTIMORE
TOM TINSLEY, PRESIDENT
REPRESENTED BY FORJOE & CO:
be
Will TvAB
'federated"?
TvAB planners
meet 4 August
Campbell testing
frozen soups
Times' Could
switches to CBS
Toni starts 2nd
product via air
Media executives
debate fear
Admen who wonder "what's the problem" in setting up TvAB have to bear
in mind television (like radio) is 3 media — not one. Stations depend
on 3 sources for revenue: (1) networks; (2) sales to national and
regional clients via national representatives; (3) sales to local
clients. L atter 2 are vital to pay high opera ti ng costs. That's why
as time nears for 5 August meeting in Washington to set up all-indus-
try TvAB you hear of stations which want bureau to concentrate only
on all-important spot and local sales. Possible solution: federated
bureau with separate branches for network, spot, local. See edi-
torial page 108.
-SR-
At special meeting in Washington 4 August (day before 10-man TvAB
organizing session) 4 prime movers in projected tv bureau will hammer
out agenda. Men are: Clair McCollough, Roger Clipp, Cam Arnoux, Dick
Moore.
-SR-
Watch for a major tv-radio splash by Campbell Soups this fall to pro-
mote new line of frozen concentrated soups. Product is currently
being test-marketed in 3 Eastern cities, including Philadelphia
(right across Delaware river from Camden home plant). Extensive tv
spot campaign, plus daytime rad i o announcemen t s, combined with large-
space newspaper ads is current formula. Agency: Leo Burnett, Chicago.
-SR-
Jack Gould, radio-tv editor of "New York Tiroes" and frequent critic of
over-commercialism in air advertising, has been named Information Ad-
viser to CBS, Inc. He'll report to Frank Stanton at policy level.
-SR-
Toni launched Viv, lipstick, with $5 million first-year budget in
May — most of it going into radio, tv. Next month "largest ad appro-
priation ever placed" for facial cleansing lotion will kick off "Deep
Magic," again with radio, tv carrying brunt of campaign. Firm had 19
shows, will carry 22 radio quarter hours weekly, 21 on tv by October.
Agencies: Weiss & Geller, Tatham-Laird, Leo Burnett, all Chicago.
-SR-
Edward B. Pope, media director of James Thomas Chirurg Co., Boston,
says he not only has no fears regarding his job or future, but he
does not use PIB data in making media selections, challenges authen-
ticity of rating services for all types of media and says of SPONSOR'S
3 May article, "III. Psychology of Media — why admen buy what they
do": "Should be read by everyone who really wishes to be an ad man in-
stead of an accountant." For debate on "Are YOU afraid?" see page 31.
Bernard Piatt SPONSOR general manager; Miles David named editorial director
In two major staff promotions, SPONSOR announces elevation of Bernard Piatt,
for the past five years Business Manager, to General Manager; and Miles David,
for the past four years Managing Editor, to Editorial Director. The Editorial
Board of SPONSOR will consist of Norman Glenn, Editor and Publisher, Mr. Piatt
and Mr. David. In addition Mr. Piatt will supervise all departments.
SPONSOR. Volume 8, No. 15. 26 .Ttilv 1954. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave.. Baltimore. M.I. Executive. Editorial. Advertising. Cir-
culation Offices id E 4nth St.. New York 17 $s a year in L*. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. nostoffice under Act of 3 March 1879
•tll'OKI TO SI'ONSOICS lor 26 Jnl> I ?».", {
Mogul, SRA in
rate battle
Kent goes king
with radio, tv
Farm radio, spot
and local, surges
NBC shows why
you need radio
Uhf moves goods
for many lines
Round 3 in current battle between £mil Mogul Co. and Station Reps.
Assn. will be fought 28 July at Biltmore in New York when Emil Mogul,
at SRA invitation, will discuss reps' "imperfections." Round 1 was
SRA letter to members accusing Mogul of trying to skip reps and deal-
ing directly with stations to get lower, local rates for Rayco account
and of sending timebuyers on road to make "deals." Round 2 was Mo-
gul's reply at Waldorf Astoria before 60 reps and press in mid-July.
He said Rayco was local, not national account, offered $10,000 to an y
charity if someone could get station to testify under oath he tried
to break rate card.
-SR-
Credit cancer scare and massive use of network, spot tv, network
radio for major share in doubling Kent sales (P. Lorillard) first 5
months this year. Cigarette stresses "Micronite" filter. Kent went
k ing size this month with no increase in price. Regular Kents will
also be continued. To pave way commercials were revised on these
Kent radio, tv shows: "The Web" (CBS TV), "Monday Morning Headlines"
(ABC Radio) and "Kent Theatre" (was in 30 tv markets, now 6). Young
& Rubicam is the agency.
-SR-
Phil Alampi, WNBC (NBC) farm & garden, radio-tv director, reports na-
tional spending for farm radio has risen in spot radio from §2.7 mil-
lion to $6.0 million (up 119%) and in local radio from 57. 7 million
to $11.6 million (up 50%) past year. Alampi is chairman of Natl.
Assn. of Tv and Radio Farm Directors committee which just issued di-
rector y of all members, farm radio programs (compiled from SPONSOR'S
"Program Guide") and firms interested in farm radio.
-SR-
You can get free Nielsen analysis of your tv advertising, combined
with recommended complementary sked over NBC Radio, by writing to
Howard Gardner, director NBC Radio Network sales development group.
Latest NBC Radio promotion booklet says your tv show, if watched by
every tv home in country, wou ld stil l miss 17.1 million homes or 37 °>
of total.
-SR-
Can uhf sell? Furniture dealer spent $86.34 on single minute an-
nouncement on WKNX-TV, Ch. 57 in Saginaw-Bay City, Mich. , sold 52,364
worth of "Television Rockers." For other remarkable sales stories
see uhf piece page 42.
Dletv national spot radio and tv business
SPONSOR
PRODUCT
AGENCY
STATIONS-MARKET
CAMPAIGN, start, duration
An.itmt Co, Yonkcrs
An.itmt Co. Yonkcrs
Crovc Labs. St. Louis
Lydia Pinkham Co.
Lynn. Mass
Pierce s Propru t
Buffalo
Whcatcna Corp.
R.)hway, N|
Super Anahist
Super Anahisr
Varied prods
Lydia Pinkham
Or Pierce's prods
Whcatcna
Ted Bates. NY
Ted Bates. NY
Harry B. Cohen. NY
Harry B. Cohen. NY
Over 100 radio stns thruout
country
Abt 40 tv mkts thruout country
SO or more radio-tv stns thruout
country
East. Southeast mkts
Kastor. Farrcll. Chcslcy 100 stns thruout country
& Clifford. NY
Bnsachcr. Wheeler &
Staff NY
25 radio stns
Radio: early-morn mm anncts: 20 Sep;
26 wks
Tv: dayti mm anncts: 20 Sep: 26 wks
Radio-Tv: anncts. A Oct-11 Oct. 20-22
wks
Radio: min anncts: IS Sep: 16 wks
Radio: mm anncts: 27 Sep: 13 wks
Radio: 5mm early am news progs: 7
Sep: 26 wks
SPONSOR
WESTERN
ROUNDUP pays off
for the FISCHER, BAKI1TG COMPANY
"There's something about a Western on TV that's intriguing. You know
the marshal will 'get his man' for law and order must prevail. And still
you look, and children look, and mothers look. The result — good results.
That's why we recommended to our client, the FISCHER BAKING COM-
PANY, that Westerns on TV sell merchandise; and we've proved it.
For the last five years WATV's 'Western Roundup' has been used with
good effect, and we plan to increase the schedule right after Labor Day.
Keep shooting with your Westerns, but shoot only the bad hombres."
Scheck Advertising Agency, Inc.
WESTERN ROUNDUP:
with Ranger Lyle Reed — Monday thru Sunday 4-5 pm
TELEPULSEl 4.1 quarter-hour average January —June
©
c h a n n e I lPf WOtV
covering metropolitan new york-new jersey
TELEVISION CENTER, Newark 1, New Jersey Rep: Weed Television Corp.
26 JULY 1954
ARTICLES
DEPARTMENTS
\re vol' afraid?
SPONSOR'S media study findings that fear plays a big role in admen's selec-
tion of media brought a brace of controversial opinions from agency heads •» '
> it radio helps build the Stale Farm name
The State Farm Automobile Insurance Co. wants to hit prospects repeatedly
during the short time of their periodic interest in auto insurance. Two network
radio shows achieve this purpose, get one-third of firm s budget «#4
HMEBUYERS: I. The group approach
This is the first in a series of three articles explaining the organization of three
different types of media departments in top 20 agencies. Detailed this issue is
the setup at Bentcn & Bowles which represents the "group approach'' •>©
Local food <*liciin battles the giants with radio
Barber's a supermarket chain in Albuquerque, spends 60% of its ad budget
on local radio shows and weekend saturation announcements to compete in its
area with the retail giants of the grocery industry «*"
1 M«i/\ to put more sell in your tv t'ommereials
Irving Settel, tv consultant and educator, analyzed some 400 video pitches with
the aid of a student panel, comes up with some basic do's and don'ts in making
commercials on television more effective #W
If oh* well c€tn iih, sell?
Recent headlines have been painting an often-dreary picture of uhf. SPONSOR
takes a peek behind scenes, comes up with a fistful of solid results stories
from advertiser use of the medium .JJ2
Itotisseries on the air
In the one year between 1952 and 1953, national broiler sales leaped from $13
million to well over $72 million. The use of tv, largely for demonstration pur-
poses, had much to do with this phenomenal sales rise .§.§
TIMEBUYERS
AGENCY AD LIBS
49TH & MADISON
NEW & RENEW
MR. SPONSOR, Albert Plaut
P. S.
NEW TV STATIONS
NEW TV FILM SHOWS
ROUND-UP
FILM NOTES
COMING
RADIO RESULTS
SPONSOR ASKS
AGENCY PROFILE, Robert Orr
TV COMPARAGRAPH
NEWSMAKERS
SFONSOR SPEAKS
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glen
Vice President & Gen. Mgr.: Be'-ard P
Editorial Director: Miles David
Senior Editors: Charles Sinclair, Alfred J.
Department Editor: Lila Lederman
Assistant Editors: Evelyn Konrad. Joan
Marks, Keith Trantow
Contributing Editor: Bob Foreman
Editorial Assistant: Karolyn Richman
Art Director: Donald H. Duffy
Photographer: Lester Co'e
Vice President and Advertising Director:
ert P. Mendelson
Advertising Department: Edwin D. C
(Western Manager), Homer Griffith (S
west Manager), John A. Kovchok (Protju
Manager), Ted Pyrch, Ed Higgins
Circulation Department: Eve. Sata
scription Manager), Emily Cutillo. Morti
Kahn, Kathleen Murphy
Secretary to Publisher: Augusta Shearme
Office Manager: Olive Sherban
I hi tv: a status report
A follow-un to th« pyo-oo^ning uhf results stories appearing in this issue (see
above), will highlight the problems of uhf in timebuyer terms it ttfff.
II lii; 100% of Doeskin's budget is in ratlio-tr
This tissue manufacturer associates its name with Kate Smith on tv and Robert
0- Lewis on radio, both network efforts; uses no other advertising 5> lllf/.
1
Published biweekly by SPONSOR PUBLICATIONS *
combined wllh TV. Executive. Edltorlil Clrculitl
A,lverti»lng Offlcei : 49th & Midlion (40 E 4911 «->
New York IT. N. T Telephone: Mirny Hill H
ChlrnKo Offlee: 1*1 E r>, n ,l Are Phone (")•
I e Si
dolph "3*1. « ■ - • : Boi
1- \' . ■ ,. ■ Ti II . %
-
1'llltiM Slat, • • I'uilill in. I
P I - \ \ liln is ill
. N I
SPONSOR PUf"*
TIONS INC.
don't U PICK BUND"
IN SHREVEPORT!
look at KWKH s HOOPERS!
KWKH's radio competition consists of
three network affiliates, plus one inde-
pendent. But look at the Hooper-proved
dominance of KWKH in Metropolitan
Shreveport — morning, afternoon and
night!
JAN.-FEB., 1954
-SHARE OF AUDIENCE
TIME
KWKH
STATION B
STATION C
STATION D
STATION E
MON. thru FRI.
8:00 A.M. - 12:00 Noon
38.1
19.5
6.2
16.0
19.5
MON. thru FRI.
12:00 Noon - 6:00 P.M.
44.3
21.2
9.2
6.1
19.4
SUN. thru SAT. EVE.
6:00 P.M. ■ 10:30 P.M.
54.6
11.2
8.5
24.0
ook at KWKH'S SAMS AREA!
50,000-watt KWKH obviously gives you far more than the
Metropolitan area. KWKH is heard in 22.39r more daytime
homes than all other Shreveport stations combined, and at
the lowest cost per-thousand-listeners!
i 'J
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
50,000 Watts • CBS Radi
The Bronham Co.
Representatives
Henry Clay
General Manager
Fred Watkins
Commercial Manager
LOUISIANA
ARKANSAS
Announcing the curtain-raiser in
/
V
V
ic-<*° ¥
• S H°
4***
."1-4 So-
Your Golden Opportunity »
: PU , « — * -r ,o ; or k ,orvou (
EXCLUSIVELY in yoor mo*e. I |
PROGRAM COSTS FOR WORLD-AFFILIATES!
A FULL HOUR SHOW
(ON COMPLETE OPEN-END TRANSCRIPTION)
FIVE DAYS A WEEK
A NEW SHOW EVERY DAY, 52 WEEKS A YEAR
Plrjpllp
A Variety-Filled musical treat sparkling with
"star-talk" of music, movies and show people. Saus -b*ight,
" \ '
^ I'/
STAR VOCALISTS!
^y w
V /
FASCINATING DIALOGUE!
Never in the history of library service has anyone dared to
make an offer like this. Mail Coupon below for full details.
«re * h ° n
Tii WW
h a v e ° tT sTM toNS
WORU>
COfotf
jALESlNDfll
PROGRAM SERVICE
\\ v-a. \ n / \h^r // °
WORLD BROADCASTING SYSTEM, INC.
488 Madison Avenue, New York 22, New York
MriNNiTI ^-^ I , ^ HOUYWO<
CANADIAN REPRESENTATIVES . . . ALL-CANADA RADIO,
FACILITIES LIMITED, VICTORY BUILDING, TORONTO m
WORLD BROADCASTING SYSTEM, INC
488 Madison Ave.
New York 22, N.Y.
Rush money -making details of yoor
NEW COMET PLAN.
(YOUR NAME ANO TITLE)
(COMPANY NAME)
(COMPANY ADPRESS)
IT
WAS
KBIG
NEWS
for a year-old station to win
A 1953 TOP AWARD
Now it's headline news as . . . KBIG
AGAIN WINS NEWS AWARD.
The Radio and Television News Club
of Southern California judges the
hourly five minute strips "Listen to
Lisser" to be
"The Best News Reporting of
any non-network radio station."
KBIG and the John Poole Broadcasting
Company are grateful to the News
Club, to United Press, to program di-
rector and newscaster Alan Lisser,
news director Larry Berrill, writer
Margee Phillips, the entire Hollywood
and Avalon announcing staffs, to the
advertisers and their agencies who
make it all possible.
"Music, news, time all day long".
10,000 WATTS
AT740
KBIG
STUDIOS IN AVALON
AND HOLLYWOOD
GIANT
ECONOMY
PACKAGE OF
SOUTHERN
CALIFORNIA
RADIO
The Catalina Station
John Poole Broadcasting Co.
KBIF • KBIG
6540 Sunsut Blvd.. Hollywood 28, Calif.
HOIIywood 3-3205
Nat. Rep. Robert Meeker Assoc, Inc.
f><i»ii<>f S. Heath, media director, Hazard Adver-
tising Co., Veil York, handles the media strategy
anil planning for accounts spending some $3 million
a year, it the same tune, he arts as all-media
buyer, choosing jrom among availabilities and actually
placing iinlers. "Recently I put most of Bridgeport
Brass C'o.'.s budget into radio" he told sponsor.
"As a maker oj insecticides this firm uas interested
iii cheap national coverage throughout the summer,
lie wanted to reach people at the same time as
the mosquitoes do, s<; it r l/ought nighttime radio."
flomia tfuigley. radio-ti director, (.a) ton, \eu
) ork, has become a boxing expert from her work in
placing Greatest Fights ol the Century, a la-minute
ti film show, in some 00 markets lor (.hesebrough
Vaseline Products. "We found that the best time
lor us is right alter live boxing or wrestling
matches." Donna told SPONSOR. "At these late-evening
limes we get the audience we want tor our produrt
I mainly male, but some women), and we find the
audience keyed to our message." This psychological
,m tor is also lital in slotting announcements.
Donald Foote Jr.. Hen ion & Routes. \eu
York, feels that nighttime spot ti announcements
are an excellent medium for putting across short-
term sales promotion plans or for the introduction
of new products. "Tin \ don't replace network tv
programing, with its prestige value," he added.
"Rather. the\ supplement it. Because ol spot tv's
flexibility an advertiser run completely tailor
his frequency impact to the special needs in
a particular market, or he can vary his copy
theme b\ regions or marker conditions."
Jack McCarthy. Ted Hates. New ) ork. looks
forward to the day when all the ti stations in the
ioiintr\ will get together to sponsor an impartial
survey about themselves. " A truly objective
survey" says Jack. "Today it's still difficult to
get a single reliable source lor a station's i overage
area and set counts within its market. And.
even it a Inner feels he has a reliable source of
information foi one station, he mat find it hard
to compare this data with that provided by a com-
peting station bci nuse the two use different survc | 5.
SPONSOR
Coverage v-..
that counts !
...in rich, industrial, oursrate Michigan
WW
100,000
WATTS
WENATCHEE
WASHINGTON
Leads
the
NIK II II II!
KPQ's N.C.S. AREA
W) GIVES YOU
ftp- i ^
tacorne\
2
retail
sales
fastest grow^
and
ncreasi.-_
marker.
farm
5000 WATTS
560 K. C.
WENATCHEE
WASHINGTON
Reg. Rep.- Hugh Felt-is, Seattle. Wash.
Natl. Rep.- Forjoe h Company, Inc .
10
by Hob Foreman
Even the most intense research hater among us would have
to, in all fairness, admit there are a few pearls to be pried
from tin' common shells laid at our feet b\ the practitioners
of Statistical \\ isdom and Second Guess ing.
Not the least of these is the fact that the \<-\\ presence <>l
the Numbers Merchants keeps a writer on his toe- and forces
those who O.K. cop3 to be more alert than perhaps might be
the case were no one keeping tabs.
The presence ol researchers also causes u> to review the
rules oi the obvious as we look over a storyboard or piece of
radio copy — a chore that can onlv serve a good purpose for
what i- obvious is mote direct and that usually make- for a
better commercial.
On the other >ide. statistical evidence gi\e- us a little more
strength with which to stand up and argue against the merely
novel, the bizarre for bizarre"- purpose, and the too-too-clever
which mien- are bound to creep into our work because copy-
writers and commercial artists are -<> inhibited by the fad
they must be business men.
De-pite all these pluses it i- -till distressing to see how-
much reliance is placed upon the edict- of research folks and
how rigidly copy i- being held up to them and their criteria.
Having been subjected to this painful process for mam
years as a copywriter. I have come up with some conclu-
sions on how to a— ure any advertiser that his commercial
will rate high in Playback, Recall. Believability Quotient or
whatever word game he may be playing at the time. It doesn't
matter which of the techniques i- applied against it — my
Jilfv Ad-Kit will assure you of coming out well.
It i- necessary to state here, however, that it"- possible a
high rating on the chart will have no bearing on whether the
commercial will do the job it is supposed to — -i.e.. -ell the
product.
Got paper and pencil? All right — first, get one simple
thought lor your commercial. Now — express this thought in
the simplest of term- a\u\ the shortest of phrases. Vvoid the
catchy il it i- at all cryptic. He straightforward to the point
of (Inline-- and a- direct a- the man in an Esquire cartoon.
In radio- express it with a sound gimmick. In tv — use
some visual device to set up this thought — perhaps, scratch-
oil or a wipe on or maybe unscrambling animation,
i f'l<-ns< turn to page •
SPONSOR
ilOW TELECASTING
ST. LOUIS
100,000 WATTS
OVER 600,000 SETS IN THIS AREA
ANTENNA HEIGHT 563 FEET
Represented Nationally by
THE KATZ AGENCY, INC.
26 JULY 1954
11
Use Columbia Pari tic Radio and
REDISCOVER THE WEST!
Westward bound? Team up with the Columbia
Pacific Radio Network. You'll discover CPRN
carries the most weight throughout today's
$20-billion Pacific Coast market. And there are
four sound reasons why :
RADIO IS EVEN MORE POPULAR ON THE COAST
than it is nationally. Westerners spend an
average of 17.3' r more time with radio than the
national average.
CPRN MATCHES POWER TO POPULATION. Only
CPRN has the Balanced Coverage to match the
Coast's spread-and-cluster pattern. . .maximum-
power stations where population is spread out
(example: the Los Angeles market covers
an area the size of Connecticut) and moderate-
power stations in areas where population is
concentrated in smaller clusters. As a result of
this Balanced Coverage, day and night more
families listen to CPRN, in total, than listen
to any other West Coast network.
CPRN HAS THE LARGEST SHARE of the radio
audience in the West year after year. And
CPRN's audiences are more than 6'^ larger
today than in 1948, before television.
ADVERTISERS ARE AWARE OF THESE FACTS.
As a result, CPRN carries more business than
any other West Coast network !
Give you a lift to the Coast? Call CBS Radio
Spot Sales or THE COLUMBIA
PACIFIC RADIO NETWORK
^•arlwLOME
f]
Want to reach
the people in
the Dakota area?
-Grafton
SoTJMVIK,
Buy KXJB-TV
FARGO — VALLEY CITY, N. DAK.
Station B
(Fargo)
950 f 1 .
433 ft.
1383 ft.
65 KW
Compare! KXJB-TV
Sea level 1410 ft.
Ant, una 1085 ft.
Above sea level 2495 ft.
Power 100 KW
Sin- "IV area App. 75 mi App. 52 mi
Has.- "A" ran- $200 hr. $200-hr.
I llatnul 4 6
( liamiil 1. the state's choicest channel,
was allocated to Valley City making it
possible for KX,JB-TV with maximum
power and 1085-ft. tower to cover
Fargo-Moorhead, Grand Forks, Devils
Lake Jamestown, Valley City, Wahpe-
ton, Breckenridge and Crookston with
a good solid 100 microvolt signal. 7 mar-
keta for the price of one. (See map
MARKET DATA: Over 135,000 urban
and rural families within 50 M V M
line. Average retail sales per household
..' per vr. i urban and rural). Aver-
age retail sales per household $(>794
(Fargo trade area) — better aserage
t ban such eii ies as Boston, !.<>s Angeles,
I )e1 mil . M inneapolis.
PROGRAM POLICY: Serving the pre-
■ 1 1 1 1 1 1 1 1 1 . i nt Dakota agricultural area
with true "Farm Programming",
KXJB-TV is ably assisted l>\ a pro-
gram advisory hoard of tin- North
Dakota State Agricultural College.
REPRESENTED BY WEED TELEVISION
SALES OFFICE: BOX 626, FARGO, N. D.
PHONE 446-1
NORTH DAKOTA BDCST. CO., INC.
KSJB-600 K.C. JAMESTOWN, N. DAK.
KCJB-910 K.C. MINOT, N. DAK.
KCJB-TV CH. 13 MINOT, N. DAK.
ftySXB" tV r^®S VA »BV CIT V-FAKGC MP.
cnannii <£. \g/ 100,000 «vatts
/
i
MADISON
bponbob invites letters to the editor.
Address 40 E. 49 St., New York 17.
MILK COOPERATIVE
In \<>ur June I 1. L954 issue you had
a wonderful stor) about the Inter-State
Milk Producers' Cooperative and their
successful activities on radio ["Radio
make- hij:-< it\ friend- for dairv tann-
ers," page 44] .
Please xnd me two issues <>f that
magazine as I would like to -end them
to people who would he most inter-
ested.
K\ LNS (,. Olwell Jr.
Gundlach Advertising
Cincinnati
• Fxtra copies of ihr 11 Juiii- i->u(* containing
ihr Btorj on lh,- milk cooperative's u-«- of radio
,,,-t .">o, apiece
RATINGS
We would like to ,^el permission to
reprint the artirle b) J. B. Ward on
page 40 of the Ma\ 31 sponsor ["I
-a\ ratings are opinions""].
This is a stor\ that we have always
preached and Mr. W ard's comments
could he of help to us locally.
Kenneth M. Cooper
General Manager
WORC, Worcester
• Materia] which has appearrd in SPONSOR
ma j In- reprinted provided permlsrion i* requested
in writing and credit i* tii\ en.
PROGRAM GUIDE
We would appreciate \our sending
us two copies of the Program Guide.
W e did not receive our copy and
would like to use them in the planning
of our new advertising campaign.
Sam Resnn k
D'Franssia Laboratories
Los Ingeles
In borrowing a cliche from Walter
W int hell. I would like to tOSS a dozen
on hid- \ <>nr waj .
Since sponsor's inauguration I've
made no set i el of the great admiration
[ ve held for your publication and
sponsor's staff. This feeling has grown
with each information-packed cop) of
SPONSOR through the \ears.
Today's orchids are sent for \our
magnificent 1954 radio and t\ Btation
Program Guide. It represents a pains-
taking job of reporting classified ra-
dio and t\ market- and will remain a
treasured piece of research material to
be used with meat relief h\ all mem-
bers of the broadcasting industry.
I shall recommend it- use most
highly.
Dexter I). Halle
/ ice President & Director
Cambridge School oj Radio
and Ti Broadcasting
\ eu ) orh
\1\ hat's off t<> \ou for the new 1954
radio and t\ station Program Guide.
ju-t received. It's the first intelligent
approach I have ever seen to our par-
ticular type of specialized program-
ing. . . .
Robert \. Pinkerton
KEO-XEOR
Brou n\i Hie. Tex.
• SPONSOR-. IV.-, I Prugram l.ui.lr i, available
fr.'e In auliaerlbrr*. Kvlra ropi«-» ro*t $2 eai-h.
SPONSOR REPRINTS
I am a faithful reader of sponsor
which arrives at our office regularly.
It seems there is never enough time to
devote to each i-sue and main times I
have allowed an issue to get out of m\
hands before I have been ahle to fin-
ish particular articles.
Therefore. I would like to take ad-
vantage of the offer h\ sponsor in the
Ma\ 17 issue ""Can you use these
SPONSOR reprints?"" page 54]. I am
li-tinj: below the material that I would
like to have.
Jack Ow i n
Radio and Television
Foote. Gone & fielding
Gliicago
• For a complete li-i of rrprini availabilltlei
and price*, please refer to ihr 17 Maj 19S4 a>
-in-, page .» I.
ALL-MEDIA BOOK
Could we please reserve a cop) of
your Mi-Media Stud] which is t" he
published this coming summer? W e
have found these articles verj inter-
esting and would like a copj of the
book when it is read\ .
S. I!i SSELL
The Baker Idvertising Igency
Toronto
14
SPONSOR
Jkm
TON
mw
Anybody with that much wealth could buy all kinds of
things. And, as a matter of fact, it just happens that the
people who do have it do buy prodigiously. Their golden
hoard is represented by its equivalent in green U. S. dollars
— nearly four billion of them — which is the buying
potential you'll find concentrated in an 116-county mint
served by WSAZ-TV.
The particular brand of alchemy practiced by nearly a
million busy families who live in WSAZ-TV's area is
called industry. Many of America's largest, best-known
manufacturers keep our Ohio Valley communities
humming with productivity. Heavy industrial production
makes good profits . . . good profits make bigger payrolls
...and bigger payrolls make people more buying-minded.
As an advertiser with something to sell, you can take
it from there.
But you can take it faster (and in greater amounts) with
the unique help of WSAZ-TV. Across this industrial heart
of the nation... in over 400,000 TV homes... WSAZ-TV
is the only single medium able to reach so much of
this golden potential (and with a persuasive power that is
paying off handsomely for dozens of happy advertisers).
If this prosperous prospect intrigues you, the nearest
Katz office can stake out all the facts.
Huntington-Charleston, West Virginia
Channel 3-100.000 watts ERP
NBC BASIC NBTWORK-affiliated ABC and DuMont
Also affiliated ivith Radio Stations WSAZ, Huntington, and WGKV. Charleston
Lawrence H. Rogers, Vice President & General Manager, WSAZ, Inc.
Represented nationally by The Katz Agency
Li }f'"'%4#i
26 JULY 1954
15
Prestige stations with but
a single thought . . .
RADIO!
|f\l)l() i- everywhere. Radio i- in everj room of the house ... in mosl automobiles
traveling the highways and citj streets . . . on tractors in the fields ... in garage-, stores,
. . . in fact, wherever people work, rest or play! PEOPL E> BROAD* VSTING
i ORPORATION is going t" buj more radio stations, because we believe in the future '>f radio
as the greatest, mosl effective of all advertising media. Today. PB(i l>oa-t- four stations
in t..ur rich American markets. Each is progiammed to reach -iili-ianii.il citizens
with mone; to spend in t h<- market it serves. The) arc leaders all . . . prestige
stations that sell effectively because thej represent the finest in radio.
PEOPLES BROADI VSTINC CORPORATION is owned b> the three million policyholder
owner- of the Farm Bureau Automobile Insurance Company, Columbus, Ohio. All PBC
stations broadcast timely, interesting public service features. Fach -tation ha- won an impressive
number of public service award-. Be-ides fulfilling its obligation to act in the public interest
with such programming, each station retain- it- regional leadership h> constantly attracting
public attention. PBC -tation- act on the principle that there is no distinct separation between
commercial and public service radio . . . that to sell, a station must al-o serwe. The stature
of all four PBC -tation- would seem to prove that principle valid.
PEOPLES BROADCASTING CORP
MURRAY D. LINCOLN, President
HERBERT E. EVANS, V.P.-Gen. Mgr.
m
m
WMMN-
CBS
5,000-920
FAIRMONT. W, VA, REP, H.R,
A. G. FERRISE. Gen. }lt f r.
I (RSI -line 1928. In North ' entral Wesl Virginia. WMMN i- FIRST in coverage, power, penetration
and FIRST in audience. WMMN i- the ONLJ station thai delivers this vital market.
WTTM-
NBC
1,000-920
TRENTON, N, J. REP, FORJOE
FRED E. Itl It \s I I I V Manager
Covering Central Nev, Jerse) and the Delaware Valley. Trenton i- the Huh in this \a-t industrial aria
a population of 300,000 in the retail trading /one. plus 16.000 new home- in Levittown, I'a. and
4,000 new home- in Fairless Hills, Pa.
WRFD-
IND.
5,000-880
WORTHINGTON, OHIO REP, GEO, CLARK
JOSEPH D. BRADSHAW, Manager
WRFD's |iiini..i\ signal dominates 72 o\ Ohio's 88 counties. WRFD i- programmed for rural and small
town listeners who account for !'>' , of Ohio"- total retail lo..d -ale- . . . lu' , of the retail drug sales.
WGAR-
CBS
5C, 000-1220
CLEVELAND. OHIO, REP, CHRISTAL
CARE E. GEORGE. Gen. Wgr.
serving I ' ■_• million friend- in Northern Ohio with the best in radio. Cleveland rank- No. 1 among
metropolitan markets in the nation for consumer spendable income with 17,492 per household (Consumer
mark.!-. SDRS, 1954)
16
SPONSOR
Just a note to say that, on all counts,
> ours is one of the best publications
of its type in the field. Would you
please put my name down for the All-
Media Evaluation Study book as soon
as it comes out.
Godfrey Tudor
Horace N. Stovin & Co.
Winnipeg
• SPONSORS All-Media Evaluation Study «il)
be published in book form this summer. Priee
per eopy is $-1. You may reserve a copy now by
writing to 40 East 4«* St.. New York 17.
RADIO/TV DIRECTORY
I note your offer for a free copy of
a pocket-size Radio/Tv Directory.
How are chances of getting three
copies? I'd like to present the other
two to a couple of my bosses.
Carl E. Behr
Business Manager
Radio-Tv Department
Needham, Louis & Brorby
Chicago
Thanks for a copy of the latest
"Radio/Tv Directory" of New York
and Chicago. I could use a couple of
extra copies of the latter if you have
them.
Harold Essex
WSJS, Winston-Salem
• The New York and Chicago Radio/Tv Direc-
tory Is available to subscribers as a SPONSOR
service. Extra copies are furnished on request
while available.
WEEKEND RADIO
Congratulations on an outstanding
service to the radio industry through
your publication of the series on week-
end radio ["Weekend radio: are you
missing a good bet?" 14 June 1954;
page 36, Part I; 28 June 1954, page
33, Part II].
Advertisers and the medium alike
have for many years overlooked the
possibilities of radio during this peak
listening period. I must take excep-
tion to your statement that stations of-
fer announcements and programs on
weekends at discounts up to 45%. An
analysis of Seattle radio indicates that
independent station rates remain con-
stant — network stations do have dis-
counts.
Your article prompted KOL to ana-
lyze its weekend audience as compared
with the Monday-through-Friday pe-
riod (KOL is a strong independent
during this period in Seattle). Look at
the results:
0UT-0P-H0MI Pi
irdaj Sunday
12 noon 50% inert ;i •■ ', in
12 i r, i, pm 6 i 3< ; increase L07 1
6 pm-midnighl L5.79S decrea i •
[N-HOMB [PULSE)
6 am 12 noon 2595 increase L50 1 in*
12 noon-6 pm 50% increase ir,,-n>ase
midnight ill'.; increase ill-, increase
IN-HOME I H00P1 R
S iturday Sunday
6 am-6 pm 124% increase 220% inci
Thanks to your article, the KOL
sales staff is now telling the story of
the value of weekend advertising to
clients. To help us do so, please send
us 75 copies of reprints of the series
on this subject. Keep up the good
work !
Bill Simpson
KOL, Seattle
• Reprints of the two-part "Weekend radio"
series cost 25c apiece. Quantity prices on request.
AIR IN FRANCE
Subscribers to sponsor since nearly
three years, we have appreciated very
much its dynamism, its efficiency and
the thorough fashion in which all ques-
tions are presented and examined.
'"Programmes de France" of which
I am the manager is the most impor-
tant European enterprise concerned
with the recording of sponsored radio
programs.
Sponsored television, although it is
just starting in Europe (Tele Luxem-
bourg will broadcast its first television
programs next November) is now
claiming all our attention.
In this early stage, and wishing to
avoid as many pitfalls as we can, we
must try and profit from the experi-
ence that your country must have ac-
cumulated in nearly 10 years of tv ex-
perience.
That is win we have decided to take
a trip to the United States.
Could it be possible for you to send
me a list of the most important agen-
cies and stations concerned with the
elaboration, recording and/or direct
broadcasting of tv programs and pub-
lic shows.
Jean D'Agostino
Manager
Les Programmes de France
Paris
• SPONSOR'S Radio Tv Directory lists major
agencies and stations in New ^ ork and Chicago.
It is available free to subscriber*.
Maryland's Most Honored
Television Station
NOW!
maximum
power
ADDED
To The Finest Studio
and Production Facilities
in Baltimore
Have You Seen
the WAAM Story
?
represented nationally by
HARRINGTON, RIGHTER
& PARSONS, INC.
1 1 . 1 . ■ -1 1
Ml
CHANNEL
w
TELEVISION
HILL
BALTIMORE,
MD.
26 JULY 1954
17
SURE TO BE THE HOTTEST SHOW
SINCE DRAGNET
NOW ON TELEVISION
...39 brand new half-hour films
Thrilling adventure. Mike Waring, The
Falcon, is an undercover intelligence
agent for the government. His assign-
ments take him all over the world — on
both sides of the Iron Curtain. Wherever
he goes, The Falcon meets mystery and
adventure.
Outstanding production. Exciting for-
eign backgrounds add to the superb real-
ism. Inspired production by Hollywood's
Harry Joe Brown keeps the action
trigger-fast!
A great new star. Charles McGraw, as
Mike Waring, is the most dynamic person-
ality on TV since Jack Webb. His pictures
include "The Killers," "War Paint," and
the soon to be released "The Bridges At
Toko-Ri."
Ready-made audience. The Falcon has
proved popular during nine great years
on radio for such sponsors as Procter &
Gamble, General Mills, and Kraft.
Low cost per thousand. Nielsen says,
"Mysteries deliver the lowest cost-per-
thousand in night-time television."* And
the best new mystery-adventure show on
the market is THE FALCON.
THE FALCON carries with it NBC FILM
DIVISION'S exclusive merchandising
package:
• to help bring in every possible
viewer
• to help bring in every possible
customer
For high-flying sales in your market,
ride with THE FALCON. Call, write or
wire today.
'Based on Sept. -Oct. 193.1 Nielsen Television Index.
Evening shows half-hour or longer.
NBC FILM DIVISION
SERVING ALL SPONSORS ... SERVING ALL STATIONS
30 Rockefeller Plaza, New York 20, N. Y. • Merchandise Mart, Chicago, III. • Sunset & Vine Sts., Hollywood, Calif.
In Canada: RCA Victor, 225 Mutual Street, Toronto • 1551 Bishop Street, Montreal
No matter how you look
at KTVlTs market*"
IT'S IMPORTANT!
\titj one of the following three areas is
on important TV market by itself!
COMBINED - - population -wise - -
they total California's third largest
market!
lUHHinuiiii: . iiminiiimiiiiiu m iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiHiiiiiiimiiiimiiiiiiiiiiiu i
SAN JOAQUIN C0VNT1 1. Undu plicated coverage of San Joaquin and Stanislaus counties
Stockton San Joaquin County J^'7,000 Population
92nd market out of top 100
NBC research
Add Stanislaus County 111. 000 Population
Combined Counties 1,000 Total Population
Combined San Joaquin
and Stanislaus counties
would equal a market d (estimate — out of top 100
Sales Managemenl
Add
SACRAMENTO COl MY 2. Sacramento county 336,000 Population
Sacramento 72ml market out of top 100
(Sales Management
.I'M Alameda — Contra Costa 3. Continuous counties — partial and full county coverage —
Sutter — El Dorado — 13 counties — pro-rated
Placer Merced sdano — imputation total over 400,000 Population
Tuolumne- Glenn — Yolo
( ialaveras * lolusa - Amador
■ r ■>■■ rr:ni!:i"-7l ciiiiii iiitmiiiiii iii]liiillillillHiiillllIHllll!lin lllllinilllillMlllllllllllll IllllllllllllllllllllllllHD [III nHIIIIIIIIIIIIlllllllIllll«lllllinillllllllIIII!lllllllillinillllliiiniiili!i!iiiiniiiiii'i:;i,niliiiiii • mm • i
Grand total within l\ I VU S effective signal area!!!!
over 1,000,000 population!!!!
over 100,000 UHF homes to date!!!!
KTVU
36 NBC-TV
One-Half Million
Watts From Half-
Mile in the SVy! I M Represented by George P. Hollingbery Company
20 SPONSOR
'
New and renew
SMISII
26 JULY 1954
1.
\ew on Radio
SPONSOR
Networks
AGENCY
Amoco, Bait
Cat's Paw Rubber Co. Bait
Chevrolet Div, Cen'l Mo-
tors, Detroit
Chevrolet Div, Cen'l Mo-
tors, Detroit
Chevrolet Div. Cen'l Mo-
tors, Detroit
Dole Sales Co, SF
Florida Citrus Comm,
Lakeland
Lemon Prod Advisory Bd,
Cal
A. E. Staley Mfg. Decatur,
III
Texas Co, NY
Wm. Wrigley |r Co, Chi
Wm. Wrigley Jr Co, Chi
Jos Katz. Bait
S. A. Lcvyne Co, Bait
Campbell-Ewald, Detroit
Campbell-Ewald, Detroit
Campbell-Ewald, Detroit
N. W. Ayer, SF
JWT, NY
McCann-Erickson, LA
Y&R, NY
Erwin.Wasey, Inc, NY
Direct
Direct
STATIONS
CBS 83
ABC 353
CBS 206
CBS 206
CBS 206
CBS 180
MBS 560
MBS 495
CBS 206
ABC 348
CBS 193
CBS 193
PROGRAM, time, start, duration
Rhythm on the Road; Sun 4:30-5 pm; 4 July; 13
wks
Modern Romances; M 11-11:15 am; 26 |une; 8
wks
Allen Jackson & the News; Sat 1:30-1:35 pm, 3-
3:05 pm; 4:55-5 pm; 3 July; 13 wks
Robert Trout & News; Sun 9:55-10 am. 1-1:05
pm, 2:30-35 pm, 5:55-6 pm; 4 July; 13 wks
Robert Trout & News; M-F 9:55-10 am; 5 July;
13 wks
House Party; F 3:30-45 pm; 30 July; 13 wks
Florida Calling with Tom Moore; F 11-11:25 am;
5 July; 52 wks
Multi-Message Plan; M-F 8-8:30 pm; 28 June;
no. wks not available
Arthur Codfrey Time; M-F (alt days) 10-10:15
am; 19 July; 52 wks
Texaco Star Reporter & the Week-end News; Sat
6 Sun 5 min on hr from 9 am to 11 pm; 3
July; 13 wks
FDI in Peace & War; W 8-8:25 pm; 30 June; 6
wks
Cangbusters; M 9:30-55 pm; 5 July; 6 wks
2.
3.
Renewed on Radio Networks
SPONSOR
AGENCY
American Tobacco Co,
Lucky Strike, NY
CIO, Wash
Procter Cr Gamble, Cinci
Procter & Camble, Cinci
Procter & Camble, Cinci
Procter & Camble, Cinci
Procter & Camble, Cinci
Procter & Camble, Cinci
Procter 0- Camble, Cinci
Radio Bible Class, Grand
Rapids
R. J. Reynolds (Prince Al-
bert & Cavalier)
Winston-Salem
BBCO, NY
Henry J. Kaufman
Y&R, NY
Compton, NY
D-F-S, NY
Benton & Bowles,
Compton, NY
Benton & Bowles
Compton, NY
Wash
NY
NY
John M. Camp, Wheaton,
III
William Esty. NY
STATIONS
CBS
ABC 168
CBS 173
CBS 132
CBS 168
CBS 165
CBS 143
CBS 104
CBS 160
ABC 235
NBC 93
PROGRAM, time, start, duration
Jack Benny; Sun 7-7:30 pm; 26 Sept; 39 wks
John Vandercook; M-F 7-7:15; 6 Sept; 52 wks
Brighter Day; M-F 2:45-3 pm; 28 June 52 wks
Cuiding Light; M-F 1:45-2 pm; 28 June: 52 wks
Ma Perkins; M-F 1:15-30 pm; 28 June; 52 wks
Perry Mason; M-F 2:15-30 pm; 28 June 52 wks
Road of Life; M-F 1-1:15 pm; 28 June; 52 wks
Rosemary; M-F 11:45-12 noon; 28 June; 52 wks
Young Dr. Malone; M-F 1:30-45 pm; 28 June; 52
wks
Radio Bible Class; Sun 8-8:30 am; 4 July; 52 wks
Crand Olc Opry; Sat 9:30-10 pm; 3 July; 52 wks
(See page 2 for New National Spot Radio and Tv Business)
National Broadcast Sales Executives
NAME
FORMER AFFILIATION
John P. Barry
Ceorge W. Clark, NY, acct exec
James E. Blake Jr
KSTP, Minneapolis, sis stf
Jim Brown
KMYR, Denver, prom dir
William A. Creed Jr
Bertha Bannan. Boston, slsmn
Roy M. Danish
MBS. NY, dir comml opers
Edwin L. Dennis
WHB & WHB-TV, KC, sis dept
Eugene B. Dodson
WKY & WKY-TV, Okl3 City, admin
asst
Jay Eliasberg
Foote, Cone & Belding, NY, dir adv
res
Dudley W. Faust
CBS, NY. Eastern sis mgr
Frederick W. Florenz
Cupples Co, St Louis, sis stf
Wilson K. Foster
KLX, Oakland, Cal. sportscstr
Richard H. Cehring
Richard Cerkin
John Blair, NY, sis exec
NEW AFFILIATION
KYA, SF, Eastern sis rep (hq WINS, NY)
Same, natl sis mgr r-tv
KBTV, Denver, natl sis mgr
Walker Rep Co, Boston, New Engl sis mgr
Same, asst to pres
KMBC-TV, KC, loc tv sis mgr
Same, dir of radio opers
ABC Radio, NY, dir net radio res
Same, net sis mgr
WBAL, Bait, sis stf
Same, mgr
WTVN. Columbus, O, sis rep
WNEW, NY, acct exec
In next issue: New and Renewed on Television (Network) ; Advertising Agency Personnel
Changes; Sponsor Personnel Changes; Station Changes (reps, network affiliation, power increases)
\ umbers after names
refer to New and Re-
new category
John T. Madigw
Fran I; Young (3)
IT. H. Johnston (3)
Edwin L. Dennis < 3 '
E. B. Dodson <3)
26 JULY 1954
21
26 JULY 1954
\rn ami rt-itfu
3,
National Broadcast Sales Executives (eontinuett)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Ccorgc Cr.iy
WKNA-TV, Charleston, gen sis mgr
WLW-D. Dayton, natl sis rep
Richard C. Codon
West Pacific Adv, Spokane, acct exec
KCA, Spokane, stn mgr
Francis Hays
WCST, Atlanta, acct exec
WLW-A, Atlanta, acct exec
Thomas ). Henry
MBS. Chi. co-op prog sis dept
Same, acct exec
Ccorgc |. Higgins
KMBC KFRM KMBC-TV, sis mgr
Same, vp
Ben Holmes
KOMA. Okla City, asst mgr
Tulsa Broadcasting Co, Tulsa, natl sis mgr
W. V Hurt
KLRA, Little Rock, gen mgr
KTHS, Little Rock, comml mgr
Robert Hyland
KMOX. St Louis, genl sis mgr
Same, asst gen mgr and gen sis mgr
Herb Jaffe
Official Films. NY, sis dir
Same, vp & mem bd of dir
Winton H. Johnston
WHB & WHB-TV, KC. sis dept
KMBC-TV. KC. tv sis rep
Austin E joscclyn
KOVR. Stockton. Cal, asstg in orep new stn for
oper I start Sepi
Same, exc-c vp & gen mgr
Clcnn Kykcr
K&E. Detroit, sis dept
V/WJ, WWJ-TV. Detroit, sis prom mgr
Albert Larson
Paul H Raymcr Co, NY, sis stf
Avcry-Knodel. NY, tv sis stf
Jack Lucas
WCCO, Minn, hd of acctg dept
Same, acct exec on sis stf
John T. Madigan
ABC -TV. NY, mgr spec events
WMTW. Mt. Wash, NH, prog dir
Dick Maguire
KFJI. Klamath Falls. Ore. gen mgr
KUAM. Agana, Cuam, resident mgr
S. W. McCready
Eugene Tv, Eugene, Ore, gen mgr
Same, vp
Clyde H. McDonald
Y&R, Toronto, acct exec
BBM, Toronto, res dir
Sherman ). McQueen
Don Lee Bdcstg, Hollywood, comml prog supvr
CBS Radio. Hollywood, asst dir bus affairs
Robert Z. Morrison jr
NBC, NY, acct exec spot sis
WKBH. WKBTitv). La Crosse, Wis, sis mgr
Wayne Mullcr
KBIC, Hywd, acct exec
Same, natl sis mgr
John R. Overall
MBS, NY, Eastern sis mgr
CBS Radio Net, NY. Eastern sis mgr
Anne Nelson
CBS Radio. Hollywood, assoc dir bus affairs
Same, dir of bus affairs
Richard Pack
WNBT & WNBC. NY. dir progs & opers
Weslinghouse Bdcstg Co. natl prog mgr
Kenneth E. Patmore
Curtis Publishing. Cleveland, space slsmn
WCAR. Cleveland, adv sis rep
William S. Pirie Jr
WFBR. Bait, sis dir
WCBM. Bait, dir sis
Jack Raycl
NBC TV. NY, prodr "Home" show
Same, gen prog exec
Ralph Sacks
KSAN-TV, SF. comml mgr
KSFO, SF. sis dept
Dean Schaffncr
ABC Ridio. NY, dir net radio res
Same, dir radio net sis devel & mkt res couny
Robert Schlinkert
WKRC-TV, Cinci. sis mgr
Same, gen sis mgr
Carl R. Schutz
WATV. Newark, acct exec
WNBC Radio Sales. NY. acct exec
William D. Swanson
Tulsa Bdcstg Co, Tulsa, gen sis mgr
Same, local & reg sis mgr
Milton M. Schwartz
Esquire. NY. prom-pub writer
WNBC-WN3T. NY, adv, prom & mdsg dept
Stan Vainrib
Storer Bdcstg, Birm, Ala
Academy Film Prods, Chi. vp prodn, gen sis
James P. Walker
KATV, Pine Bluff. Ark, gen mgr
Tulsa Bdcstg Co. Tulsa, asst gen mgr
Stu Wilson
KBIC, Hywd, prod & pub serv mgr
KBIF, Fresno, stn mgr
Frank Young
Natl Fdtn for Inf Paral. NY, r-tv pub
Screen Cems. NY, press mgr
Neve Agency Appointments
SPONSOR
Centaur-Caldwell Div, Sterling Drug. NY
Fibre Milk Container Dept, American Can
Co. NY
Local Chevrolet Dealers Assn. NY
KWK, KWK-TV. St Louis. Mo
MCA TV, Ltd, NY
Polaroid Corp. Cambridge, Mass
Riggio Tob Corp, Brightswatcr, NY
Adam Scheidt Brewing Co. Norristown. Pa
Tn State Flavor Co. Div Quaker State
Coco-Cola Bottling Co, Pittsburgh
PRODUCT (or service)
AGENCY
Fizrin
Milk containers
Automobiles
Radio station and new sister vhf tv station
Film syndicators
Polaroid Land Camera & accessories
Regent cigarettes
Valley Forge Beer, Prior Beer. Rams Head Ale
Bottoms Up "canned soft drink)
Compton. NY
Compton. NY
Compton NY
Rutledgc & Lilicnfeld. St Lou
Mo
Paris & Peart. NY
Doyle Dane Bernbach. NY
L. H. Hartman Co. NY
Al Paul Lcfton Co. Phila
Wasser. Kay & Phillips Pitts-
burgh
\ umbers after namt s
refei to ^ en and Re-
ategoi i
D
Holmes
II 1 1 Swansoi (3)
R II I
II Uson K. I osti
Jim Brown
< . II. McDonaU
II . I . Hutt
: Hyland
22
SPONSOR
$ 21,000 Chris-Craft Sport Fisherman
//
;~ vT>>
-'VI--'
By using Mt. Washington TV — the TV
station with the greatest coverage in
America — you can save the cost of a
$21,000 Chris-Craft "Sport Fisherman"
in 28 weeks of a 15 minute show aired
five times weekly.
LARGEST ON THE WAVES
Mt. Washington's more-than-a-
mile high TV station covers most
of the three states of Maine, New
Hampshire and Vermont. On the
air in August.
WHAT NETWORK!
This "3-state one-9tation TV net-
work" covers virtually all the
families local TV stations do.
Reaches thousands of families
they cannot reach. Yet average
time costs run 54% less than the
combined cost of the three TV
stations giving next best coverage.
CBS-ABC
Represented nationally by
HARRINGTON, RIGHTER & PARSONS, Inc.
26 JULY 1954
Channel 8
23
Larsen's the name and WEMP is
the station. Milwaukeeans know
THAT combination means the
best in radio.
And so do dozens of shrewd na-
tional advertisers who recognize
Coffeehead's leadership among
Milwaukee radio personalities.
Join them and find out how
WEMP delivers up to twice the
Milwaukee audience per dollar
of Milwaukee network stations.
CALL HEADLEY-REED!
•a.,.. . i .,„ i,,,.
m.l *Kli* rmtm
availabU /'i,Z.
WEMP WEMP
MILWAUKEE
HUGH IOICE. ML, 9m. Mqr.
HEADLEY-REED. Natl. Rap.
HOURS OF MUSIC. NEWS. SPORTS
Albert Plant
Advertising, Promotion, Merchandising Manager
Dorothy Gray, New York
\\ lien Albert Plaut, Dorothy Gray's advertising manager, looked
over the results of the Stewart DougaU consumer -ur\e\ that his
firm had made, he found that he had the ver\ best cosmetics market
right in his own home: his 12-year-old daughter.
It seems that the mean average age for using makeup and nail
polish in the U.S. is 12 years and two months. Dorothy Gray, how-
ever, had been particularly strong among the 30 year-and-older age
group. Plaut thought the situation over and decided that tv was the
natural medium for making the Dorothy Gray line popular among
the 25 year-and-under group.
Here's how he approached this medium, new in Dorotln Gray ad-
vertising bistorj :
The initial tv test ran in Houston and Los Angeles between 1 May
and end of July 1953 (through Lennen & Newell). It consisted of
minute announcements, scheduled during the day and evening. Sales
results coupled with reaction of retailers in those markets proved
the pull of the medium.
Dorothy Gray's second tv test was a more comprehensive one
running from 1 March through 20 June 1054. It included minute
announcements in these 10 cities: New ^ <>rk. Boston. Atlanta. De-
troit. Chicago, Washington, Cleveland, Dallas. San Francisco, Los
Angeles. The firm used an average of eight minute announcements
a week to advertise three products out of Dorotln Gray's line of
cosmetics ranging from a $1.00 lipstick to a $3.50 hormone < ream.
"We felt that this te-t was conclusive," Plaut told sponsor. "The
result- were satisfying not so much in terms of sales, but rather in
demand for the brand by retailer accounts we had previously not
carried."
In 1954 rough!) <>V; of the total national budget will go into tv.
Dorothy Gra\ has -iizned a 52-week contract with ABC TV for co-
sponsorship of The Ray Bolger Show with Lysol over a (>7-< itv hook-
up. The program, a half-hour musical situation comedy, will cost
about $32,000 a week to produce. It- major purpose will be to popu-
larize the Dorotln Graj line among young women under 25.
Besides i ontributing our actual and one potential « ustomer to the
Dorothj Graj line in hi- own family, Plant guarantees that both
In- 12-year-old and his nine-year-old daughters are Raj Bolger fans.
• * •
24
SPONSOR
We're proud of the results 33 years experience
enables us to give to you, our sponsors — and
we're proud of the 92% consistent listenership
within WSPD's 16 county, billion dollar market.
Let us show you what outstanding results you
can get by taking advantage of WSPD's experience
and WSPD's loyal listenership. Call your nearest
Katz representative or ADams 3175 in Toledo.
^AM-TV
TOLEDO, OHIO
Storer Broadcasting Company
TOM MARKER. NAT SALES DIR . 118 E. 57th STREET. NEW YORK
Represented Nationally
by KATZ
26 JULY 1954
25
, *•"",
• UV&*
Newest Southeast
Kansas — Northeast
Oklahoma survey
covering 1 1
county Coffeyville
trade area ' 256.000
people 1 reports:
KCCF HAS BIG-
GEST AUDIENCE
IN 45 OUT OF 52
MONDAY THRU
FRIDAY ' 4 HOUR
STRIPS! i6:00
A.M. to 6:30 P.M.)
KGGF with 10
KW on 690 KC
delivers primary
coverage to a total
of 87 counties in
Kansas, Oklahoma,
Missouri and
Arkansas.
690 KC ABC
COFFEYVUU, KMMS
[WEED & CO., National Representatives
\<»ir developments on SPONSOR stories
SOOJ '"llurk»t«T» : whal >ou can do about
them* 1
Issue: 31 >!•>> 1954, page 27
SllbjOC't: IA*< 4dvuorj Council take* new
ttepi to reduce objectionable ads
\n\ member of 4A's •juilt\ of objectionable advertising now
fare- the possibility of loss of membership in the organization.
Before an) agenc] charged with objectionable advertising is ex-
pelled, however, the 4A's Advisor) Council will meet with agency
representatives to discuss the infringement The Council will then
report on the outcome of this meeting to the 1 V's Board of Directors.
Following receipt of the report the Board may, if it so decides,
proceed to annul membership of the offending agency.
The \d\isorx Council i- composed of all former chairmen of the
board and presidents of the association who are connected with
member agencies and the current chairman. \<K isory Council (hair-
man is Earle Ludgin, president of Earle Ludgin & Co., Chicago.
Advisory Council action in expelling members would be under-
taken onlj in cases where agencies were elearlx felt to he at fault
in suggesting or encouraging objectionable advertising. Says Earle
Ludgin. "In cases where the agenc) i- trying to restrain a client and
is not itself aiding or abetting objectionable advertising. \ \ \ \
would clearly want to assist the member concerned."
The 4A's also deals with objectionable advertising through the
monthlx Interchange of Opinion on Objectionable Advertising. Par-
ticipating member and non-member agencies report examples of ob-
jectionable advertising to the Interchange. Complaints received are
passed along by the 4A's to the agency which had originated the
advertising, without identifying the source of the complaint. No
pressure is brought to bear, and the agency can take whatever ac-
tion it sees fit. * * *
SoOt "International Radio. Tv Section"
Issuo: 28 June 1934. page 41
Subject:
First commercial tv Station open?
in French Morocco
The first commercial television station in Africa was opened re-
cenllx in Casablanca, chief seaport of French Morocco.
The station is the first of a planned television network linking all
major cities of the protectorate and covering an estimated popula-
tion of eight million. A second station is planned in Rabat.
The Casablanca station began experimental telecasting 22 Feb-
ruary, telex ised some 20 hours of xveeklv programing through April.
It has just tipped its weeklx total to 30 hours, plans to program 40
"i 50 hours a week after October.
Lmong the problems faced by this pioneer tx station in Africa is
one of programing. The French Morocco population i« divided into
three groups with different economic and cultural backgrounds and
different native tongues: the Arabic population, the French settlers
and colonial officers and a large number ol Americans. The station
originall) planned to divide its programing hours among \rahic
French and English shows. It now hope- to develop a technical so-
lution to the language programing problem wherein two sound sig-
nals are radiated simultaneously with the vision signal: one in
Arabic and one in French.
Owner of the station, the Compagnie Marocaine de Radio-Televi-
sion, predicts there will be at least 50,000 i\ sets in the area within
the next lour or fixe years. This figure represents one-quarter the
present number of radio sets there.
• • *
KNX NEWS IS
GOOD NEWS IN
LOS ANGELES!
Twelve of the thirteen top-rated daytime
Los Angeles radio programs (according to Pulse)
are KNX programs!
Six of the twelve are KNX news programs!
Five of the six are KNX locally produced
news programs!
And these five quarter-hour local KNX news
strips command an average rating of 5.6 . . .
deliver an average of 238,670 in-and-out-of-home
listeners per quarter-hour every day!
For details about top-rated news programs on
the most listened-to station in Southern
California, call KNX or CBS Radio Spot Sales.
CBS OWNED • LOS ANGELES • 50,000 WATTS
KNX
Sources on request
26 JULY 1954 27
C'mon
and
Hear
The New Amos 'n'Andy Music Hall
five nights a week direct from
the Mystic Knights of the Sea Lodge
% ■» . V-
fel :
You'd never suspect it from their offhand
manner, but they're the most legendary-
salesmen in the land. One of them is Freeman
Gosden (Amos). The other, Charles Correll
('n' Andy). And all four of them put together have
had Americans coming back for more, day after
day, week after week, for 25 years.
Beginning this fall CBS Radio will present them
Monday through Friday evenings in one of the
most exciting new formats in all radio: "The Amos
'n' Andy Music Hall."*
Through a special arrangement with The King-
fish— Vice-President in Charge of the Whole Busi-
ness—the show originates from the Grand Ballroom
of the Lodge of the Mystic Knights of the Sea.
And next to the bandstand, Amos 'n' Andy will be
joined by the kind of guest stars that only two
lifetimes like theirs could command. All the great
names from radio, the stage, and from every kind
of screen you can think of.
What's more, Gosden 'n' Correll will personally
tell the commercial stories of America's biggest
advertisers— with all the irresistible candor and
charm that makes whatever they say the last word.
This great big nightly 'sociable' promises to
attract a more-loyal following than any other
program in radio: the vast number of friends who
just wouldn't know Sunday without Amos 'n'
Andy. And the millions of new friends they'll gain
from CBS Radio's huge weeknight audiences.
Will advertisers who want to make the most of
radio's great cumulative audiences also please
note: the costs of the Music Hall, section by
section, reflect the sort of advertising economy
that only radio offers today. And when it comes
to Amos 'n' Andy— buy one, get the other one free.
*The regular Sunday night Amos'n'Andy show will continue on the air.
CBS Radio
Network
,v>"
.%«
c*
**
Gao&uufe to- Match the MasJzei
Represented Nationally by CBS Radio and Television Spol Sales
WBT-WBTV
CHARLOTTE, N. C.
The Radio TV Services
of the Jeffeison Standard
Life Insurance Compcny
The signs of Charlotte are signs of a market
bigger by far than city population indicates.
Take air traffic, for example:
In air passengers per thousand population, Charlotte
ranks fourth in the nation, surpassed only by Miami, Dallas
and Atlanta — surpassing such air travel centers as
Washington, Kansas City and San Francisco-Oakland.
Charlotte's bulging, pre-war air terminal gives way
to a plush, new $1,500,000 terminal building due for
dedication this spring.
Such busy-ness cannot be accounted for alone by the fact
that there is no rival commercial airport for 60 miles
in any direction but only by the additional fact that
this 60-mile area is densely populated with prosperous
people who depend upon Charlotte for air travel
and myriad other services, including —
— Radio and television. Charlotte's great area stations,
WBT and WBTV unite hundreds of populous textile
communities into one integrated market ranking
in the first 25 markets of the nation.
J
26 JULY 1954
^>
HOW FEAR PUNISHES RADIO AND TELEVISION
The finger painting shown here was drawn by a frightened person
undergoing psychological therapy. Psychologists had the patient
make the finger painting to help them analyze his inner fears. This
"projective'' psychological technique and other psychological tests,
coupled with depth interviewing, haw now been appHed to admen.
Result? It has been discovered they are often motivated by fear.
According to psychologists Like Dr. Ernesl Dichter, Eeai penalizes
radio and television in two ways:
1. It pi rpi lnah -x tin media stains quo. Air tm 'Ha are newer, harder
to use, intangible. Adman's fear makes him waul to deal with the
old, the easy aiid the tangible like newspapers and maga
2. It perpetuates 'he program status quo. Because of high cost of
failure, adman often spends his time trying to copy format of sue-
cessful slum -in commercial — instead of uncovering basic appeals.
"Fear," says Dr. Dichter, "results in imitative use of media."
Ire W afraid ?
Studies show fear plays major role in media
selection. Here's what top agency heads think
by Ray Lapica
J. he psychologists say:
• If you're not driven by fear — at
least part of the time — you won't
read this.
• If you are, you'll not only read
it, but you'll disagree — vehementlj .
For the secure adman, whether agen-
cy or client, accepts the fact that fear
plays a vital role in all functions of
life, including advertising, whereas the
insecure ones show the typical signs of
"escape." And these are to argue as
follows :
1. "Your findings apply to others,
but not to me."
2. "Your analysis is incorrect."
3. "Yes, but—."
At least that is what psychologists
like Dr. Ernest Dichter say.
Working separately, at different
times and in different places, both Dr.
Dichter and sponsor uncovered some
startling psychological facts about how
admen select the media they do.
Dr. Dichter heads his own Institute
for Research in Mass Motivations, Cro-
ton, N. Y. SPONSOR'S findings were
uncovered during the course of its two-
year All-Media Evaluation Study. (The
last of the 26 articles was published
28 June 1954; all 26 are now being
reprinted in book form. You may re-
serve a copy by writing direct to SPON-
SOR. The price is $4.)
The basic finding was this: Lnable
to measure advertising's results, the
average advertising man — afraid of
failure and worried about job security
controversy
26 JULY 1954
31
mm
y
/
Dr. Ernest Dichtcr
Presidi e Insl itute for Ee-
Bearch in Mass Motivations, I'r. Dich-
ter is known ;is ;i pioneei in use of
depth interview a new approach to
mi r.M .1 n-li. Ho holds a
il reputation as the solver
of intricate problems for industry,
advertising and civic groups.
— frequently resort? to "crutches" or
stratagems t<> do his thinking for him.
\iiil these, according to Dr. Dichter,
are:
Reliance on cost-per-1,000, the
drive toward mass coverage, making
campaigns fit the budget, selling "pres-
tige" instead of products for the cli-
ii 1 1 and for oneself, depending on some
Mutational aspect of the product to sell
it, a firm belief in the effectiveness of
■ju-t keep drumming' 1 and practicing
expediency or following the leader.
SPONSOR, nil the other hand, discov-
ered ill, it five conscious or subcon-
scious factors often influence admen
in choosing media. None has anything
t.i do with selling the product. These
are: the adman's background, bis job
-<-uiit\ "i insecurity, bis personal
bias, In- desire t<> impress and his and
tile de-ire to gel new hu-i-
ne--.
Both studies Dr. Dichter's and
sponsor's involved interviews with
Mime 2iiii persons each. Dr. Dichter's
were depth inten iews.
When the findings of both studies
DO YOU BUY MEDIA FROM FEAR?
SPONSOR found in its 2-ycar All-Media Evaluation Study that five
conscious or subconscious factors often influence admen in
choosing media. None has anything to do with selling product:
1. Adman's background. Ee tends to stick with what lie knows best.
2. Jul, security. Insecure adman takes no chances, follows leader.
!i. Personal bias. Adman who hates commercials may boycott air media.
I. Drxm to iwi/i/V'N.v. Adman may plan big splash just to get attention.
.». Desin /<< ;/< t neu business. A.gency may do same to win aen clients.
Dr. Ernest Dichter found ogencymen are often driven by fear and
insecurity because they can't measure exact results of advertising. As
result they fall back on these substitutes for creative thinking:
1. Drivi toward mass coverage. "If you shout loud enough,
Bomeone is bound to hear."
2. " Unitcirculation-cost" concept (cost-per-M). Buy the cheapest.
Make your competitor outspend you.
3. Male campaigns fit budget instead of accomplish specific objecth
4. Sell "prestige" instead of products for client, as well as self.
.1. Depend on some sensational aspect of product to sell it. Look
for "seals of approval" from media giving them.
6. "Just keep drumming." The mathematical concept of repetition.
Depend on size and frequency to get your message across.
7. Expediency: Stick to a successful combination. Follow the crowd.
Please dealer and let HIM sell the goods. Don't risk a new medium.
For complete analysis, see "III. Psychology of Media: Why admen
buy what thi >i do," sponsor, 3 May li)."4.
were published in "III. Psychology of
media — why admen buy what they
do," sponsor, 3 May 1954, they
aroused more interest than any other
single article of the 26-part media se-
ries. The American Weekly asked for
The 26 articles comprising SPONSOR'S All-
Media Evaluation Study will appear shortly in
book form. You may reserve your copy now by
writing to SPONSOR, 40 East 49 St., N. Y. 17.
32
permission to reprint it for its em-
ployees. A direct mail organization
wanted copies to send to all its mem-
bers. A radio station asked for re-
prints to be mailed to each of its spon-
sor prospects.
As comments poured in, sponsor
decided to send copies to leading agen-
cy executives and ask them. "What do
YOl think?" This article is their an-
swer. Of the 24 agency executives
polled, only five disagreed with the
basic findings: most of the others
agreed in whole or in part. Of those
who disagreed, one called the article
"dangerous." One said he had been
counting numbers too long to start
"nursing at the breast of Mother Dich-
ter." One described advertising's "cur-
rent flirtation with modern psychol-
ogy" as a trend. And still another
pointed to the growth of all media as
refutation of the finding that radio and
u were being penalized.
In this article you'll find not onlj
their views in detail but also Dr. Dich-
ter's answer and finally the opinions of
i Please turn to page 78 |
SPONSOR
DOES F-E-A-R INFLUENCE MEDIA DECISIONS?
Some agency executives disputed psychological findings indicating irrational factors like tear
affect media decisions, but most agreed. Here are some sample quotes from SPONSOR survey
YES
.1 ami's ill. Cecil, president, Cecil &
Presbrey: "I find Dr. Dichter's views
provocative and interesting. I think most
old hands in advertising will agree that
an imaginative approach to media buy-
ing is highly productive and that ineffi-
ciency lurks in the adoption of a con-
ventional and traditional approach. Me-
dia buying can be creative and should
be creative. The more creative the ap-
proach the more productive the adver-
tising, whether it is media or copy."
Fairfax ill. Cone, president, Foote,
Cone & Beiding: "I don't think I have
any disagreement with Ernest Dichter's
findings. ... I am assuming that when
Ernest says often, he means sometimes.
And that when he says agencymen, he
means advertising people generally. . . .
To be sure, there is a great deal of tra-
dition in the buying of media. There are
also fads and fancies. But if most me-
dia men are anything like our own, they
are a pretty objective crew."
Leo Burnett, president, Leo Burnett
Co.: "I am not silly enough to argue
Ernie Dichter's points. My own approach
to advertising, including media, is very
simple. It starts with an idea. If possi-
ble, it should be an idea that will cause
people to talk over the back fence. . . .
(Then) one is forced to look at the bud-
get. (Finally media) selection revolves
around experience, common sense, facts
. . . other things which are supposed to
add up to good judgment."
Marlon Harper Jr., president,
McCann-Erickson: "There are certainly
many fortuitous and accidental factors
which shape advertising decisions apart
from the rulebook, and even apart from
unconscious motivations like fear or in-
security. To the extent that we recognize
the existence of these non-rational in-
fluences on our own thinking, I think it
becomes more nearly possible for us to
select media objectively and wisely."
Edward H. Weiss, president, Weiss
& Geller: "The reluctance of some ad-
vertisers to accept the relatively novel
idea of using motivation research as a
practical means of improving advertising
will be overcome, we believe, as the
realization spreads that most advertising
activities . . . can be defined in terms
of human feelings. That is why we have
been able to successfully apply our
knowledge of human motivations beyond
copy to media. . . ."
NO
Henrtl Sehaehte. senior v.p., Bryan
Houston: "The third article on media
psychology is, I think, dangerous. . . .
I am not pretending that media buying
is perfect or unbiased. But I certainly
will never agree that it's as dark as you
make it. If it were as unreasoned and
ill-planned as you indicate, how could
advertising have become the most effec-
tive means yet devised to move goods?
So, please don't make media buying
sound so haphazard — because it isn't."
William R. Baker Jr., board
chairman, Benton & Bowles: "Both SPON-
SOR and Dr. Dichter overlook an im-
portant fact in modern advertising prac-
tice. Today's successful advertiser and
his agent have outgrown 'decision by
whim and caprice' — and learned to di-
lute even subconscious domination by
any one person. Decisions are usually
made these days by groups, not indi-
viduals. . . . There is little chance for
individual bias to control their decisions."
Harry Sehnelderman. president,
Harry Schneiderman, Inc.: "I want to ask
if Dr. Dichter's thesis that all will be
well if admen begin to use the tech-
niques of psychiatry may not replace
one dogma with another. I do not mean
to belittle the enormous contributions to
human happiness made by psychiatry
since Freud, nor do I mean to deny the
value the use of all the social sciences
may have for advertising. . . . (But)
how valid are these techniques?"
Warner S. Shelf;/, president, N. W.
Ayer & Son: "It is quite possible . . .
to follow a trend too far. Only recently
the trend was to advertising research of
a mathematical nature. . . . Your article
about Dr. Dichter's work strips some of
the glamor from mathematical research
and reminds us that we are dealing with
real people, rather than numbers. How-
ever, advertising's current flirtation with
modern psychology is also a trend."
Shertvood Dodge, v.p., Foote, Cone
& Beiding: "You can go too far on the
psychology of media. It has to be re-
garded as just one more yardstick, to be
used jointly with circulation and audi-
ence figures of all kinds, instead of re-
placing them. As for the fear element,
fear is a part of human nature, and I
don't suppose it can be entirely re-
moved from any phase of life but I
disagree that it influences media se-
lection to the extent you implied."
26 JULY 19J4
33
Vet work radio because . . .
1. [i gets our message across with
i " We need this fre-
quenej in order to liit prospects ;ii
the crucial time of their shorl
pi riodic interesl in our " product."
It enables us to reach a large
audience at a relatively low cost.
::. li smooths the sales path Eor
our agents by helping to make the
company name readily known.
I It allows local identification of
our individual agents through
station cut-ins on the network show.
Since we encourage listeners to
"See your State Farm agent,'-' such a
tie-in is of inestimable value to us.
Net radio helps build (he
State Farm name :
reading auto insurance company
puts 30% of its budget in radio
^\ |iio-|jc( ti\e customer has a mo-
tivating interest in State Farm Mu-
tual- "product" onl\ one month a
year. Bui State Farm make- sure that
it -tiikc- several times while the in-
teresl is hot
I In product: auto insurance.
The striking medium: network ra-
ilio. which gets nearl) one-third — or
1300,000 of State Farm's total ad
budget. Though the compan) puts the
res! ol it- - mi. m $950,000 ad outlay
into magazines, it depends on radio to
gel it- message across with the "greal
Frequem \ '" it needs in order to reach
the ever-changing bal hes of "eligible"
customers at the i ighl time.
\uto in-iii. in. e i- generally pur-
chased or renewed annually. The Nat.
I ii in Mutual Automobile Insurance
of Bloomington, III., ha- found
34
that a car owner's interest in insurance
i- most apt to blossom around his own
renewal time and the interest span,
the compan] estimates, is about 30
days.
In the course of these 30 days a car
owner ha- ample opportunity to he ex-
posed to State Farm's message. If he
doesn't hear it on Cecil Brown's news
commentary program over the Mutual
network on Sunda\ hctween 5:50 and
6:00 p.m., he maj catch it on Jack
Brickhouse's -ports show on the same
web Saturday 5:45-55 p.m.
State 1 arm sponsors both of these
10-minute programs each week, each
..ii about 185 \1I'>S station-. The coin-
case history
pain chose the programs with the aim
of reaching a primarily male audience,
based on its knowledge that men make
the decision in buying automobile in-
surance.
\ll State Farm's media decisions are
made with the aid of the company's
advertising agency, Needham, Loui- 8
Brorby of Chicago. William H. Ohlc
a vice president of the agency, is
count executh e.
Ke\ executives at State Farm Mu-
tual who ha\e most to do with the
firm's advertising efforts arc:
\dlai H. Rust, president of State
Farm Mutual and chief executive of all
three companies (auto, life. fire).
Thomas ('. MorrilL vice president of
State Kami Mutual and exei utive in
charge of national advertising and
public relation- clTorts of the firm.
SPONSOR
A. W. Tompkins, agenc) vice pres-
ident of the State Farm Insurance
Companies; he is the firm's chief sales
executive, guiding the activities of
State Farm's more than 7.001) agent>.
State Farm has been enjoying a
boom since the end of World War II.
Safety responsibility laws passed l»\
mam states since the war. making it
advisable for auto owners to be ade-
quateh insured, have heen a factor in
this prosperity. Sales grew from a
premium volume in 1949 of $86,000,-
000 to a volume in 1052 of $141,000,-
000.
Between 1952 and 1953. sales leaped
ahead by $50 million, bringing the
firms income in 1953 to a high of
$191.000,000—a gain of 35% in vol-
ume over the previous year. The $50
million increase alone was almost twice
the company's total premiums back in
1942.
And this year's sales, according to
State Farm spokesman, R. D. Bischoff.
are running ahead of 1953, reflecting
the firm's constantly accelerating
growth rate. In fact the company s
main problem right now, says Bischoff.
is to build and staff administrative of-
fices fast enough to handle burgeon-
ing sales.
State Farm has 7,000 local agents
in the U.S. and in Ontario. Canada;
eight regional offices and 315 claim
offices. It boasts over three million pol-
icyholders and states that it insures
one out of every 14 passenger cars in
its entire operating area. This area
State Farm aims message primarily at male audience. Firm uses two 10-minute programs each
weekend on MBS: Cecil Brown (above) news commentary, plus sportscast by Jack Brickhouse
covers all of the U.S. with the excep-
tion of New York, New Jersey and the
New England states. ( All figures here
apply to State Farm's auto insurance
company only, not to the Life and
Fire divisions. The auto insurance is
the parent company and the one on
which consumer advertising emphasis
is placed. I
What part has advertising played in
State Farms almost explosive growth?
To put this question in its proper per-
spective, Bischoff explains that insur-
ance is not sold directly by advertis-
ing; it is sold by individual agents af-
ter a thoughtful approach and a per-
sistent sales effort. Therefore the pri-
mal) purpose of the advertising is to
make the State Farm name readily
known and to smooth the agent's path
bj eliminating the need for him to
identifj himself. Association with a
well-known company is generally iden-
tification enough.
The firms over-all advertising ob-
jectives are threefold:
1. To conserve the present business.
In the insurance business, the initial
sale is merelv the first step. It is also
necessary to keep the insured sold on
the value of his protection and his
company. This is a continuing battle.
2. To stimulate and encourage the
l Please turn to page 96)
KEY EXECUTIVES CLOSE TO FIRM'S ADVERTISING EFFORTS ARE (L. TO R.) A. H. RUST, T. C. MORRILL, A. W. TOMPKINS
26 JULY 1954
35
AGENCIES USING GROUP APPROACH DIVIDE MEDIA BUYERS LIKE B&B TIMEBUYERS ABOVE INTO THREE OR MORE ACCOUNT UNITS
TIME BUYING
Part of a series on the varied ways
agencies organize air media Inning
1. The pup approach at B&B
■■ore's how If A 15 buys time: Buyers work in account groups, each headed
h> all-media executives. Many top agencies now use this approach
by Evelyn Konrad
{jf »«\ God, man. \slial- wrong
with our Media Department?" is a
question thai was asked with increas-
ing frequenc) l>\ top-ranking agencies
short!) VI I . farter lifting of the
freeze » .
I asl Novembei the lA's I astei n \n-
ii hi I i onferem e included a sei ies ol
speet hes on media organization. Rep-
resentatives "I several ol the Big 20
agent it - al thai time dis< ussed media
depart men) organization within their
i,w M ag< n. ies .i- well as cui renl trends
in n'i amping these Bl i in tures.
111 i — general concei n w iih media or-
izal bet a me « idespread .i iter
36
lifting of the freeze. \t that time it
became apparent that the growth of
the air media had made many views
mi media department organization ob-
solete. It was about two years ago
that iii» ► — t major agencies began this
soul-searching with a view to accom-
plishing one main objective: bringing
the media buyer into a position where
he can function most efTectheh in ser-
\ icing bis \ arious accounts.
\ SPONSOR surve) >>l the top -'• ra-
dio-t\ agencies shows that three main
systems of organizing media depart-
ments have emerged from this reval-
uation ol agent j media-buying setups:
the non-integrated, the semi-integrated
and the integrated sj stems.
1. The non-integrated or traditional
s) stem is the t\ pe of media department
in which the buying functions are dis-
tinctly separated bj medium. This is
the organization of the media depart-
ment at .1. Waller Thompson, Foote,
Cone & fielding and man\ other agen-
t ies.
2. In the semi-integrated media de-
partment, the buyers are still separated
In the media the) specialize in, hut
they're assigned to account groups.
These account groups, which ma) num-
ber anywhere from two to five to an
SPONSOR
'piiiiiiiiniiHiiiiii:!! ' iiiiiiiiiiiKiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiii
TOP AGENCIES USING
GROUP SYSTEM
BBDO
Dancer-Fitzgerald-Sample
Ted Bates
Leo Burnett
McCann-E rick son
Lrnnen & Newell
Kenyon & Eckhardt
Compton
Cunningham & Walsh
agency, are supervised by one or two
all-media men. Benton & Bowles, Mc-
Cann-Erickson, Leo Burnett, Kenyon
& Eckhardt, Lennen & Newell as well
as several other major agencies have
organized their media departments
along these lines during the past two
years. (See box above.)
3. The integrated system is the fur-
thest in evolution from the original
one or more accounts. He acts, in ef-
fect, as a virtually autonomous media
director for these accounts. ^ oung &
Rubicam is one of the few agencies
among the top 20 major leaguers
which is using this system.
sponsor will analyze each of these
systems by showing how the) operate
in three agencies. Beginning helow,
the first of three articles will discuss
the functions of the media people with-
in each system and the time or all-
media buyer's scope and responsibili-
ties within these systems.
There is, of course, a certain degree
of overlap between the three systems.
During the past two years, however, a
strong trend toward the semi-integrat-
ed media department (the second sys-
tem outlined above) has become ap-
parent among the major agencies.
Benton & Bowie*, as one of the leaders
of the semi-integrated or "group ap-
proach," furnishes a typical example
of the way this particular method of
organization functions.
At Benton & Bowles Charles A. Pool-
er is senior v.p. in charge of market-
B&B TIMEBUYERS
Frank Carvell
Lee Currlin
Donald Foote Jr.
Arthur Hcmstead
Bernard Kanner
Helen Kowalsky
Thomas Mahon
William Murphy
Grace Porterfield
Jack Sinnott
Thomas Tilson
Richard Trea
Sam Zitt
ing and the Departments of Media, Re-
search and Merchandising report to
him. David P. Crane is v.p. in charge
of media. Below this top level the
media department is divided into three
operational and one media services
group. I Sec chart below.)
At the head of each operational
group there are an associate and an
assistant media director. These men
Purpose of UAH's svmi-integwttvd system is to pro-
vide more individualized media planning for each account. B&B
accounts are divided among three operational groups in media de-
partment. They're divided not by category of accounts, but rather
by workload. Within each operational group timebuyers and space-
buyers are assigned one or more accounts to buy for. At the head
of each of these three groups there's assistant media director and
associate media director. These are all-media men. The assoc : ate
media directors actually do creative media planning for their par-
ticular accounts, in cooperation with account people and with the
over-iil! media director and senior v.p in charge of marketing. Essen-
tially, each associate media director acts as media director for an
account group biiling approximately one-third of the agency's total
billings. However, he has at his disposal the resources of a media
services group provided by the agency's media department for its
three operational media groups. Within each operational group, the
timebuyers report to the assistant media director, who is also an all-
media man. His and associate media director's recommendations
are based directly upon market and specific media knowledge of
buyers within their group. During past two years more than half of
top 20 radio-tv agencies have reorganized media departments into
this group system. Trend toward greater integration continues.
Benton & Bowles
group system
26 JULY 1954
37
lonsible foi the planning ol
the media strateg) and tin- Bupen ision
..f the a< tu.il I'U \ ing on Beveral a< •
c ..lllll-
"\\ e di\ i « i« - the .i' i ounts into three
groups bj workload," I '.i\'- < rane
told sponsor. "It's no! the categorj
■ . ounl noj the amount ol billing
thai determines the group t<> which a
parti* ill. ii .11 count i- assigned. In oth-
ei words, our three operational groups
.in- di\ ided Btri< il\ foi control and
administrative purposes i" give oui
i In-ill- more spe< ialized attention. "
Here's how this theoi \ works oui :
Prioi i" the i hangeovei i" the gi oup
system, onlj one man at Union \
Bowles, the media dire i"i himself,
was an all-media num. I hat is. one
man was responsible for making me-
dia strateg) recommendations for 30
oi more accounts, with some $60 mil-
lion in annual billings. In .|anuai\
I 1 '")-' B&B changed I" the group sys-
tem. Now three as <>< iate media direi -
tors and theii assistants are all-media
men in charge ol planning and execut-
ing media strateg) ii peration with
I la> e i rane.
"I a< Ii assoi iate media directoi i-
,i. tuall) acting as media director of
his own group the equivalent oi an
j billing about $20 million a
year," Crane explained. ' \t the same
time In- has at hi- disposal the research
and analysis facilities of a In larger
organization.
The assistant media directoi is also
an all-media man. but hi- functions
are more supervisor) than those of the
associate media director. I nder each
assistant media directoi in each <d the
three operational groups there are a
number <d timebuyers and spacebuy-
ers who bu) lor ih<- accounts in their
particulai group.
A firoup a--oi iate media director
heads the media services group, which
further subdivides into three depart-
ments headed h\ three department
managers. The departments are: me-
dia analysis and evaluation, outdoor
.mil transportation buyers, contracts
and estimates.
This media services group art- as i
pool lor the accounts in the three op-
erational groups. No accounts are as-
signed to the services group itself.
"Man) of our spa< <- and tiinehu\ ers
came originall) out of media service-.''
Crane told SPONSOR. "They were then
made assistants t<> -pace or timebuyers
and eventual!) became timebuyers or
spacebu) ers themselves."
Benton & Howie-' polic) i.- to train
assistant and associate media directors
from among the timebuyers and space-
buyer- in the media department. To
give them all-around media experi-
ence, (Irani- began a system of inter-
locking assignments some time ajio
that i-. giving space assignments to a
timebuyer or broadcast assignments to
a spacebuyer.
\\ ithin this group framework, the
timebuyei - function is that of a spe-
cialist in air media. Here's the work
for which he is responsible on a epi-
cal 13-week spot campaign:
First, he jjets a market list from the
client or account supervisor. This niar-
i Please turn to page 98 I
BAB timebuyer* make ftOO contacts* in ncifionaf 13-week coiiij*«i«ii. Here's breakdown:
Kcp.v
At least GO
l.v.s'l dim' or assoe. ni«*di« dir.
At least 3 daily nf
HriHulviist analysis
.1 1 It ast _■ an mini urn
\ .p. in charge of media
( \ieni
■ ill campa
iceounl group
At h ,i
Other buyers in agency
At least 1 dotty
Estimators «nd contract people
At least 60 ftfl after campaign
^S si, 1 1 \mi people
I )ii I ri ./"< nil ■ >lll COmpO
In o.niiiiio ili'imrliin'iK
till two months
campaign
Traffic
At let
*Thf word "contact" It iitrrt rrrr to Ml .-ns with vanmi. people, either in person oe eve- the phone: it doesn't include mail or memo*
38
SPONSOR
mm k
Local food chain battles
the giants with radio
A 60% -radio budget has built 300% sales
increases for Barber's in Albuquerque
Photos l» Bill Bill
*g ust two years ago, radio salesmen
made little impression on the thriving
Albuquerque, N. M., grocery chain
known as Barbers Supermarkets.
But today :
• Barber's spends six out of every
10 advertising dollars on either radio
announcements or radio programs on
four Albuquerque stations. The bal-
ance of an ad budget just under $100,-
000 is spent in newspapers and other
local media by the seven-store chain.
• According to B. Alan Brower, the
chain's advertising director, since using
radio, "No month has passed without
showing a substantial increase over the
preceding month's volume, and no
month has failed to show an increase
over the corresponding month of the
previous vear."
Barber's executives map air strategy. L. to r.:
John R. Williams, general manager; Alfred L.
McLane, assistant; B. Alan Brower, ad mgr.
• Barber's now competes strongh
with such national and regional groc-
ery giants as Safeway, Piggly Wiggly,
Big Bear and Furr's. "If the present
rate of growth continues," Barber's
officials state, "gross sales will exceed
the $10 million mark in 1955." This
w ill make Barber's a "Class A" chain —
no mean feat for a local firm.
What caused Barber's to break with
the let's-not-bother-with-radio philoso-
phy held by many of the country's
grocery firms? What radio formula
has produced such an eye-opening pic-
ture in the face of competition from
local newspapers and three Albuquer-
que television stations?
Barber's first big test of radio came
about in September of 1952 as the re-
sult of a local crisis: the clerks and
case history
butchers in Albuquerque's grocery
stores went out on strike. To keep sales
rolling while a settlement was made.
Barber's bought a weekend saturation
announcement package on KOAT. lo-
cal ABC Radio affiliate. Somewhat to
Barber's surprise, although the chain
had used radio briefly once before, it
did the trick. Sales levels held up,
strike or no strike.
At this point, adman Al Brower en-
tered the scene, having been hired by
Barber's to supervise advertising and
promotion. Brower soon made a bold
move. "If radio works." he suggested,
"let's use a lot more of it." Barbers
executives gave Brower the green light.
giiiiiiiiiiiiiiuiiiiiiiiiiiiiii!ii!nii[ii!!!iiiiiiiiiiiiiuiiiniiiiiiiiiiiii]iiiiiiiiiniiiiniiiiiuiiiiiiiiiiiiiiiiiiiiiuiii>|
W eeUenu" saturation splash
supplements regular shouts
J. Week-long "softening"
of audience is done by two
daily shows on KABQ, KOAT.
2. Oh weekends, 130 radio
announct nn nts in 2 1 ■_■ days
ar< used on four outlets,
tie in with print ads.
| 3. Of total budget, about
60', goes to radio. Balance
tints to print . promotions.
4. Extensive use is made
of both co-op funds and
| co-op radio aids. About 25%
I of ad spending is co-op.
Iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiin iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiinnii^
The weekend saturation announce-
ment schedules were expanded in June
1953 to include Albuquerque's other
three network affiliates: KABQ (MBS),
KGGM (CBS) and KOB (NBC).
Store managers began to report that
the radio drives were having a notice-
able effect in boosting weekend sales —
an important shopping period in a city
which has a large Air Force and gov-
ernment population, in addition to
tourists and ranchers from the sur-
rounding counties.
But still Brower wasn't completely
happy. Some form of pre-selling, he
felt, was needed to "soften up" the
city's housewives and homemakers be-
fore he fired off his weekend spot
bombardment. In August 1953 Bar-
ber's moved into radio programing
i Please I urn to page 101)
26 JULY 1954
39
10 ways to put more sell in yoi
by Irving Settel
g i requentl) television advertisers are more concerned
wiili improving program ratings than with improving the
"ratings" "I theii sales messages. I lii- i- unfortunate.
Ever) businessman knows thai the value of the dollars
spent on television is onl) .1- good .1- the resulting ring
oJ 1 ash r< - ist< 1 - in retail stores.
I rom .1 practical (mint of view, program ratings are
important. Program content and resulting audience listen-
ership determine the number "I potential persons sub-
ted t" tin' sales message. However, what happens .it
the poinl ol "now here's .1 message from oui sponsor?"
This question i- dramaticall) answered b) results of a
recent stud) which indicated that, In television areas, con-
suraption oi wain increases substantial!) during "com-
mercial time periods." In oilier words, we arc losing
highlj rated program audiences /"/ poorly rated coin-
ids'.
Willi these Eacts in mind, obvious questions arise. How
can we gel more viewers to watch our commercials?
How '.in we gel them to remember our sales messages?
Mow can we gel them to bu) our products?
Here are l<» simple "common sense" principles which
ma) help you to arrive at successful conclusions. I've
developed these .1- .1 resull of a stud) I did at Pace College.
I had a panel of 5 I -indents analyze about 400 commer-
cials. Reactions ol the students together with m\ own
conclusions are the Foundation For the points below. It is
to I"- remembered thai these are nol "tricks" bul practical
i\ techniques which have been tried and proven effective.
Irving Settel: he
doubles in brass as
New York tv adman,
college educator
author Settel lives n busj and t\ filled
life. He is Tv Sales Promotion Consultant for
such firm-, as Du Mont T\ Network, Peck Adver
tisinj : s, [no. At the same
he i- :m instructor ;>t k's Pace
College, »rll known bus where he
tv course. • Creator of A B( ' TV '-
• • \\ In. 'a the Boss, ' ' he is " T\
Advertising .v Production Haudl k" and
' ' ["op Tv Shows of tin \Y:ir.' *
uhlished by H:i*tir .
1. Demonstrate
wherever
possible
One of the most effective television techniques is demon-
stration. It i- almost unbelievable how mam current t\
advertisers ignore this obvious principle. Psychologists
indicate thai people are more likel) to watch and remem-
ber claim- ol product performance if thej see that per-
formance demonstrated and proved. A good rule to re-
membei then, is to describe . . . and demonstrate e\er\
sales claim made in the cop) .
2. Correlate
audio with
video
\n appeal to the eye a- well as the ear creates a double
sensory impression. Television commercials are most effec-
tive when sound and sight are coordinated into a single
dynamic message.
Television's mosl significant sales asset is its ability to
combine sight plus sound in a commercial message. The
advertise] who neglects appeal to one sense and concen-
trate- onl) on the other i- missing oul on tv's most power-
ful persuasive force.
2. Keep
commercials
simple
ggg § 2 5
40
One of the most common error- in the making of televi-
sion commercials i- to take the "slam-bang" approach.
Frequently, one-minute commercials become virtual "pro-
ductions" with everything in hut "the kitchen -ink. lhis
concept i- a sure wa) of driving \<uir listener out of the
loom in despair 1 or for a glass of water'.
I he commercial should make it eas) lor the viewer u>
grasp the -ale- points. \ simple commercial with a lim-
ited number of elements and presentations will increase
listenership and "recall" of -ale- points.
SPONSOR
commercials
Tips based on study of 100 commercials
give you some basic do's and don'ls
4. Repeat and
repeat and
repeat
The well known after-dinner speaker's lot inula to "tell
'em what you're going to say, say it, and then tell 'em what
you've said' is a good rule of thumb in television. Re-
membrance can be increased substantial!) In recapitulat-
ing and summarizing the sales points.
5- Avoid
trick
devices
There is an overwhelming temptation among producers
to use trick shots, montages and the hundreds of other spe-
cial television effects available. Frequentl; . these are forced
and misused and there is the inevitable lo s of recall
quality so necessarv to effective selling.
6. Use
appropriate
salespeople
Compatibilit) with the product must be your announc-
er's most important characteristic. He or she must look
the part, feel the part, act the part of the product repre-
sentative. The over-all feeling of sincerity should prevail
at all times. The "pitchman" attitude is suitable only to
a limited number of products.
7. Use
appropriate
testimonials
If )our commercial calls for the use of testimonials, try
to select "real" people. There is nothing more disconcert-
ing to an audience than to view a glamorous actress taking
the part of a typical housewife. To represent "average"
people, use "average" looking actors with sincerity, not
beauty as the most important attribute.
8. Avoid
distracting
presentations
In printed advertising, the "eternal" female frequently
supersedes the product itself. I lii- can be disastrous on
television. Scantily clad models lake attention away from
the product being -"Id. When a photogenic model i- used
to show product, she should be Fully clothed so that there
will be little or no distractions from tin- -air- message.
9. Use
authentic
settings
Set \niir stage for the commercial as authentically as
possible. Housewives should be in the kid lim. business-
men in an office. Every background element should eon-
tribute lo the sales impression which the commercial is
lr\ ins to make.
10. Sell the
"sizzle not
the steak"
tfirfwtK
More than ever on television. Elmer Wheeler's famous
slogan becomes important. Food products are particularly
subject to this tvpe of selling. Show the foods in such a
way that they look "good enough to eat." Wherever pos-
sible, show them being made, being eaten in enjoyment.
Favorable sensorv impressions of a product make the
viewer feel that he can "almost smell them cooking."
I his is what sells merchandise.
// is possible to increase the effectiveness of your
television commercials with creative thinking
and intelligent application of simple sellinu
techniques. The 10 principles mentioned above
will not automatically produce perfect commercials.
However, adherence to these principles plus
common sense will raise the performance levels
of the sales messages and eventually sell more
merchandise over the counter. * * *
26 JULY 1954
41
Ford dealer in Wilkes-Barre
reeentlj sold 32 used cars
as a result of weekly
news show cost : $148
total on WBRE-TV, Ch.
28. I iustomers saw show
as Ear as 7<> miles away
Single minute announce-
ment on WKXX-TV.
Ch. •">" in Saginaw-Bay
city. Mich., sold $2,364
worth ul' "Television
Rockers" at a cost to the
furniture dealer <>f $S
How well can iilil sell ?
In many markets the only television is uhf. but even in mixed
\ hi -n lit areas advertisers on uhf lia\e g€>tten 30-to-l sales returns
The case histories in this
report indicate just hou
effective your ti advertising
< an be on ///// telex ision
stations. They give tangible evi-
dence oj success l>\ mam i dried
1 1 pes oj sponsoi s. \e •./ issue
a ill contain n report on the
present-da 1 ) status oj uhf,
including data <>n numbet ul
stations, conversion figures, />/»<■
oj competition, mm Lei sizes.
J n recent weeks headlines out of
\\ u-hington have painted an often-
dreary picture of ultra-high-frequenc)
tele\ ision.
\dnien exposed to these stories
about uhf problems often wind up
with this impression: I hf is itself the
problem.
But the real problem which faces
uhfers and the one which concern-
admen the most is actually nol one of
"frequencj " or "conversion" or "pic-
ture quality." \- stations themselves
see it, uhf's biggest beadache toda>
centers around the sort "I competitive
situation in which uhf station opera-
tors End themselves. How uhf stations
solve competitive problems within
their markets, if they face them, is
often the key to that stations useful-
ness in a tv station lineup.
As far as advertisers and agencies
are concerned, the present hassle over
uhf can be boiled down to just four
main point-:
Point One: There- nothing "wrong"
with uhf as a medium of tv transmis-
sion. It has its own special character-
istics. Some are good; some are bad.
It i- more limited in it- range than
vhf. in most cases. In intermixed mar-
kets viewers must often be persuaded
to convert their set- to pick up uhf.
Bui uhf i- jus! as much "television'
..- ,- vhf.
Point Two: \- an ad manager or
42
SPONSOR
timebuyer you're on shaky grounds
when you make any sweeping "don't
buy*' rules ahout uhf. According to
the FCC, eventual!) some 20,00(1.0(1(1
people will look to uhf as their onh
form of tv. You can't even generalize
about uhf in intermixed situations.
Too many uhf stations are winning
their uphill battle for audiences and
high conversion rates in the face of
stiff vhf competition.
Point Three: lou have a bigger
stake in uhf than \ou think. Statistics
show that competitive tv markets near-
ly always show a lower cost-per-1,000
tv homes for advertisers than do non-
competitive markets. Uhf is still the
only way by which the time-clearance
logjam in one-station vhf markets can
be broken.
Point Four: Few uhf operators want
special favors or expect advertising
charity. But they do ask to be exam-
ined on their own merits. The national
advertiser who fails to examine the
uhf-only and uhf-vhf markets one at a
time is taking a chance, the tv broad-
casters in the upper spectrum say, on
missing a good tv time slot or a good
'"growth opportunity."
This is not an idle broadside on the
part of uhf operators hankering for tv
business. Uhf stations feel they are in
a good position to help advertisers like
the ones described below:
• The lately arrived network adver-
tiser who has had to take some bad
time slots on jam-packed vhf outlets in
what used to be big one-station mar-
kets. Advertisers will often find
that their network tv ratings in these
markets, due to the fact that they are
on the air in margin slots because of
general crowding of network shows,
are barely as good as the national av-
erage rating. Sometimes they are sev-
eral notches below the national level.
Uhf stations in these intermixed mar-
kets can sometimes offer time slots with
a better audience potential — and at
lower cost.
• The national spot advertiser who
wants to establish good franchise slots.
It was the willingness to pioneer, back
in 1948 and 1949, that enabled adver-
tisers like Bulova, Benrus, General
Foods and the cigarette companies to
move in on nighttime Class A tv spot
periods and stay there. As network
programs next to these slots grew in
(Please turn to page 94)
UHF STATiOJV RESULTS
Winston-Salem, IS. C. (WTOB-TV; Ch, 26): Twin City Pack-
ing Co. bought a 15-minutc segment of locally produced tv
barn dance show, "Hoedown Party," opposite CBS TV's
"Jackie Gleason." Show boosted sausage sales 60%, over-all
sales 30%. No other advertising was used.
Vp rp 9p
Wilkes-Barre, Pa. (W1LK-TV; Ch. 34): This outlet, one
of two uhf outlets in city, does strong local program job in
addition to ABC TV, DTN service. Grant Tool Co. averages
150 orders for Gay Blade per announcement. Popular
"Carousel" show sold 1,000 pairs of socks in one week
for Hub store. Tv drive for "The Robe" brought second
biggest day's gross in local Paramount theatre's history.
¥
#
Columbia, S. C. (WCOS-TV; Ch. 25): This ABC TV affiliate
competes with both a uhf ami a vhf station in its area, but
has racked up some good sales results. Last winter, one spot
announcement for Hillman's Sporting Goods store sold 18
English bicycles at $64.95 apiece. Winter business for the
firm was generally 10% higher. Hillman's now rates uhf
over newspaper, direct mail media.
*& v *p
Baton Rouge, La. (W AFB-TV; Ch. 28): Although market is
due to become intermixed in September, uhf outlet has had
a good chance to establish itself, build an audience. Local
Admiral dealer used a full-page ad in local paper, sold one
range. Then, he tried one five-minute show on WAFB-TV,
sold 14 ranges. Dalton's Department store used one live
minute spot, promptly sold 400 dozen sets of glassware to
uhf viewers. Kean's Laundry sponsors filmed "I Led 3
Lives," soon rolled up 20% increase in fur storage business.
*
*
Muncie, Ind. (WLBCTV; Ch. 49): Station serves over
71,000 uhf homes in its market, is affiliated with all four
networks, says ''there's nothing wrong with uhf technically."
Uptown Tire Sales, sponsor of late news show, showed third
highest percentage of increase in sales of Armstrong tires
in entire U.S. Chevrolet dealer sold six new cars as the
result of one 1 5-minute d. j. telecast.
26 JULY 1954
43
notaries on the air
Television demons! rail ions help bring baby industry
into $72 million amiiinllv elnss within a year
#n the lil ill centurj V.D. Hungarians
rode meal —« ► i t under the saddle. ( u I i -
narj refinements progressed until L8th
( mini \ I- 1. in e w hen one hel claimed
the onl) was to cook an egg was to
place ii inside a pigeon, put the pigeon
inside a duck, the duck inside a pig.
the pig inside an ox, roasl the ox slow-
l\ on a spit, throw awaj the ox, pig.
duck and pigeon I ill mmm, l><>\
what an e
During the pasl two years rotisserie
manufacturers have been using televi-
sion to persuade American housewives
thai ll nl\ \\.i\ to make an egg,
duck, cutlet, or even pit-, for that mat-
ter, i- on one "I the mam brands of
1 1 ii--. 1 1 ts i in rentl) flooding the I nit-
ed States 11 arket.
Rotisseries had been sold earlier
than two years ago. Some pioneer
broiler manufacturers sa) as long as
15 years ago. But il was no! until
L953, when Broil-Quik and Roto-Broil
Look their stor) to television, thai
housewives in large numbers realized
round-up
the rotisserie is an electronic wonder
the) cm mi do without. Ihis sudden
fad in electrical home appliances rep-
resented a national broiler sales jump
from $7,200,000 in 1951 to $13,172,-
000 iii 1952. The big jump was in
L953 lu S72. 1 million. I Figures from
Electrical Merchandising, January
1954.)
The two leaders in the broiler field,
Peerless Electric (manufacturers of
Broil-Quik) and Roto-Broil Corp. of
America (manufacturers of Roto-
Broil) <-all their products "television
babies.
According to industry sources Broil-
Quik and Roto-Broil together account
for over 609* of total national rotis-
serie sales. Nine other elei tri< appli-
ance manufacturers produce broiler-
rotisseries, bul none of these promotes
rotisseries with either the aggressive-
ness or the budget of the two indepen-
dents who're the giants in this field.
Here. then, is how these two rotis-
serie giants (Broil-Quik and Roto-
Roto-Broils locally placed cooki.ng show, "Roto Magician," sells
housewives on versatility of firm's electronic cooking appliance.
Lester Morris, star of this 15-minute film show, gives in-store demon-
strations, as shown below, in major markets where film series is telecast
Broil) made America rotisserie-con-
scious.
Broil-^tiik was introduced 1>\ Peer-
less Electric in January 1951. Until
1952, however, advertising was mostly
local newspaper advertising in New
York, Broil-Quik's first and major
market. Despite the modest advertis-
ing effort through Zlowe Agency un-
til 1953. the firm claims to have
grossed $2 million in 1951 — then, as
result of expanded distribution, $4
million in 1952.
When Broil-Quik entered production
in 1950, the firm had only three com-
petitors in the infra-red broiler line.
B\ 1953, some 10 other firms had en-
tered the field — one of them, Roto-
Broil Corp. of America, which had a
particularly aggressive advertising pro-
gram. To hold its Number One sales
position against the increased compe-
tition, Broil-Quik stepped up its own
advertising.
Broil-Quik"s budget for 1953 was
$500,000. In the beginning of the
year Max Steinbook, Broil-Quik's pres-
ident and advertising strategist, leaned
heavily toward full-color page ads in
such national magazines as Saturday
Evening Post, Good Housekeeping. La-
Ik rotisserie business: a quick look at its history and advertising
fft.vfori/: A step-child of the electrical appliance industrj for 15 years,
rotisseries began showing sales -^t iii l<-< in 1931 and 1952 as a resull of nu
gressive advertising on tin pari of newcomers Broil-Quik and Roto Broil.
I'.ntli linns li^lit out New Yoik, country's most lucrative rotisserie market.
/lfli"<»r<i.vin«j: 1'ntil Roto Broil's entrj into the race in 1953, Broil-Quik
was Number One. Budget \\ :i s split between magazines, newspapers and tv.
Then Roto-Broil pu1 over 8095 of its budget into spol t\ programing and
rose to Broil-Quik's sales level within a year. Broil-Quik tights back withtv.
Problems: Because its owners are independents and newe rs in electri
cal appliances, the rotisserie business lacks the distribution outlets to grow
smoothly with increased demand. Price cutting by New York discount
houses and a price war between the two giants eu1 deep into their profits.
v
:
dies' Home Journal. His idea at that
time was to build Broil-Quik as a pres-
tige product with class-appeal adver-
tising.
By mid-year, however, it became
apparent that Broil-Quik's major com-
petitor, Roto-Broil. was throwing the
entire weight of its advertising budget
into tv. Broil-Quik reexamined its
budget.
At the beginning of 1053 Broil-Quik
had planned to split the $500,000 bud-
get this \\a\ : 40' < for national maga-
zines; 20 ''/< tv; 20% for newspaper
ads; 20/V point-of-sale.
By summer 1953 Steinbook became
convinced that tv should come in for a
larger share of Broil-Quik expendi-
tures. In New York alone Broil-Quik
bought into four tv shows: the first
half of The Jerry Lester Show, W ABC
i Please turn to page 90)
Peerless Electric Products sells its Broil-Quik via woman-appeal tv
shows like NBC TV's "Home" show. Below, J. Lanigan, NBC Eastern
sis. mgr., Arlene Francis, star of "Home," H. J. Holbrook, Peerless
v.p., and Max Steinbook, pres., sign for Broil-Quik participation
I
Irresistible!
As captivating ... as beguiling ... as irresistible today on television
as she has always been on stage, screen and radio.
As hostess and often star of Crown Theatre *
Gloria Swanson consistently outdraws her competition
— including top network shows in many major markets.
And as the fascinating focal point of a complete
merchandising follow-up, she has the kind of appeal
that makes her public a buying public.
To assure your product an enthusiastic welcome,
make an entrance with Gloria Swanson.
We'll be happy to introduce you.
CBS TELEVISION FILM SALES
in New York, Chicago, Los Angeles, San Francisco,
Dallas. St. Louis. Detroit, Atlanta and Boston.
Distributor in Canada: S. W. ('alducll Ltd.
original half-hour dramas
m
^H
f. Y«»ir siriiion on «ir
CALL
LETTERS
CHANNEL
NO
ON-AIR
DATE
POWER
IKWI"
NET
AFFILIATION
STNS.
ON AIR 1
SETS IN
MARKET'
10001
PERMITEE 4. MANAGER !
CITY 4 STATE
| VI8UAL |
AURAL
REP
MISSOULA, MONTANA
KGVO-TV
13
1 July
60
30
CBS
NFA
Mosby's Int.
A. J. Mosby. mgr
Dick Coon, prog. dir.
Bill-
Perna
ENID. OKLAHOMA
KGEO-TV
5
15 July
100
50
ABC
50
Str'iti Electronics. Inc
George Streets, wt'y 4.
mgr.
P R Banta. prtv
Tom Belcher, eomml.
mgr.
John
Pear s*a
INDIANAPOLIS,
INDIANA
WISH-TV
8
1 July
316
158
basic ABC
primary:
NBC, DuMont,
CBS
1
427
Universal Bdestg
C. Bruce McConnell.
pres.
Robt McConnell. v p A.
gen. mgr.
Boiling
Co.
DECATUR, ALABAMA
WMSL-TV
23
4 July
21.5
12
NFA
Tennessee Valley Bdestg
Frank Whisnant. pres.
Bill Guy. genl. mgr.
Walker
TERRE HAUTE,
WTHI-TV
10
20 July
316
158
CBS, DuMont
101
W.-taih Valley Bdestg
Boiling
Co
INDIANA
Anton Hulman Jr.. pres.
Jim Hlgglns. genl. mgr
ff. New construction permits
CITY & STATE
DOTHAN, ALABAMA
HENDERSON, NEVADA
DAYTONA BEACH,
FLORIDA
TULSA, OKLAHOMA
WMFJ-TV 2
2
CALL
1 CHANNEL
NO.
DATE OF
GRANT
ON-AIR
TARGET
POWER (KW)" 1
STATIONS
LETTERS
VISUAL | AURAL
ON AIR
9
2 July
55.6 27.8
2
2 July
10.96 5.48
SETS IN
MARKET'
(0001
PERMITEE A. MANAGER
8 July
8 July
1.26 .72
100
50
NFA
NFA
NFA
NFA
Ala-Fla-Ga Bdestg
Charles Woods, pres.
J. T. Thrower, v. p.
Southwestern Pub. Co
Donald W. Reynolds.
pres.
A. E. Calahan. v. p.
Thcodo-e Nelson. secy
Telrad, Inc.
W. Wright Esch. pres.
Central Plains Enter-
Wm. Skelly. pres.
RADIO
REP1
McGillvra
Since sponsor's 28 June listing, three
more television stations have gone off
the .iii but retained their permits. An-
OFFTHE AIR
PRINCETON, Ind., WRAY-TV, uhf ch. 52.
Began operating 6 Dec. 1953, ended 15
July 1954.
DULUTH. Mich., WFTV, uhf ch. 38, began
operating 31 May 1953, ended 15 July 1954.
Iff. Addentla to previous listings
other station has suspended operations
temporarily. Two more stations have
relinquished their c.p.'s (raising the
HOUSTON, Tex., KNUZ-TV, uhf ch. 39, began
operating 10 Oct. 1953, ended 25 June
1954.
PITTSBURGH, Pa., WKJF-TV, uhf ch. 53, be-
gan operating 14 July 1953, ended 2 July
1954
number (if c.p.'s returned to the Fl <
to 84 1. All six stations mentioned be-
low are uhf outlets.
C.P.s RELINOUISHED
CHAMPAIGN, III., WCUI, uhf ch. 21 (FCC
cancelled c.p. for lack of prosecution).
PITTSFIELD. Mass., WBEC-TV, ch. 64 (FCC
cancelled at request of grantee).
RftY SPHRF
U. S. stations on air, inrl.
Honolulu am! Alaska I 18
June '."> 1 I
Markets covered
'.77
2.1 r.
DUA olufiL
Post-freeze cp's granted (ex-
cluding 30 educational grants;
18 Juh '54)
Grantees on air
r,r, 1
27.1
Tv homes in I . S. i 1 June
•54) 30,411,0009
I >". homes with tv sets (1
I unc "54) 64%
•Both new rp'i and nations tolnc on the air listed here are those which occurred between
1 Juli and itlom aro
HOildarad ... tie on the air when commercial operation starts. "Power of c.p.'i It that recorded
tr. I i < .» the number of sets
In market, srl as being from SBC Rcjaarch, conillti of estimates from the
nations or reps and muii be deemed approximate. IDaia from NBC Research and Planning
Percentages on homes with sets and homes In tr coverage areas are considered approximate. Ilo
48
mott cues, the representative of ■ radio station which Is granted a c.p alto representi the |
»t operation SI ore at presitlme it i> generally too early to ronflnn f represematicr *
Krantees. SPONSOR ii ■• thi rep( ol ihe ra»l ■
hem kiwi mi u grant t NKA No flcuref arailable «t presstime on seta in mat
17% li number Includi
SKVOO Tu
SPONSOR
Tricks like this
are sure-fire. They lift TV audiences right out of their
seats — especially when spotted in "live" shows.
Easy to produce, too — entertainment or commercial
— when you USE EASTMAN FILM.
For complete information — what film to use,
latest processing technics — write to:
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, N. Y.
tt Coast Division
342 Madison Avenue
New York 17, N. Y.
Midwest Division
137 North Wabash Avenue
Chicago 2, Illinois
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, California
7 * i
Agents for the distribution and sale of Eastman Professional Motion Picture Films:
W. J. GERMAN, INC.
Fort Lee, N. J., Chicago, III., Hollywood, California
HERE'S A TIP. Do it in COLOR.
Chances are, you'll be needing it.
His viewers think he's the
SMARTEST MAN IN
SAN FRANCISCO
(his local sponsors think jhey are!)
Time isn't always available on "William Winter and the News," San Francisco's
longest continuously-sponsored program (one segment by the same
sponsor for over five years).
As this is written, it is, and it's worth checking for William Winter means
sure-fire penetration of Northern California.
Consistently among the top ten multi-weekly TV programs since 1952 (something
no other local origination can boast), "William Winter and the News,"
with Winter's startlingly accurate analysis of world and national events, has
an almost fanatically loyal and responsive audience of thinking Californians.
Ask your Katz man about this "open Sesame" to sales.
SAN FRANCISCO, CALIF.
affiliated with CBS and DuMont Television Networks
represented by the Kati Agency
50
SPONSOR
Illllllll Illlllllllllllllllllllll!llllllll!lllll!l!l!illlilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllim Illlllllllllll ill! IIIIIIIIWI Illllllll llllllllllllllllllllli:illlllllllllllllllllllllillllllllllllllllllll!IIIIIIIIIIIIIIIIIH'!j
| Tv film shows recently made available for syndication
Programs issued since March 7 954. Next chart will appear 23 August
Il!IIUIIIIIIIIIIIIII!lllllllllllll!llllllllllll!!lllll!!llll!IIIH
Show name
Syndicates
Producer
Length No. in series
Show name
Syndicator
Producer
Length No. in serial
ADVENTURE
Jet Jackson, Fly- Screen Gems
ing Commando*)
Screen Gems
Rin Tin Tin'
Screen Gems Screen Gems
Stories of the Hollywood Tv Studio City Tv 30 min.
Century Service Prod.
CHILDREN'S
Playtime with
Jerry Bartell
15 min.
The Amazing Talei Interstate Tv
of Hans Chris-
tian Andersen
Sterling Jerry Bartell
Natl. Telefilm Natl. Comics
Interstate Tv 30 min
30 min.
15 min.
COMEDY
Meet Corliss
Archer*
Meet the O'Briens Official
The Little Rascals Interstate
Stuart Reynolds 30 min.
20 min.
10 min.
DOCUMENTARY
Impact
Tenth of a Nation Essex Films
Natl. Telefilms Herbert Breg-
stein
Where Were You? UTP
American News- 15 min.
reel
Bing Crosby
DRAMA. MYSTERY
Douglas Falrbanki Interstate Tv
Presents
Fabian of Scotlanc
Telefilm
Yard
Man Behind the
MCA
Badge
Mayor of the
UTP
Town'
Paris Precinct
MPTv
Dougfair Prod. 30 min.
Trinity Prod. 30 min.
Procktor 30 min.
Sherlock Holmes MPTv
Tales of Tomorrow TeeVce
The Eddie Cantor Ziv
Theatre
Gross- Krasne
30 min
Etoile Frod.
30 min
Sheldon Reynolds
30 min
G. Foley
30 min
Ziv
30 min
Interstate Tv
30 min
The Ethel Barry- Interstate Tv Interstate Tv
more Theatre
The Falcon
NBC TV Film Federal Telefilm! 30 min.
The Heart of Jul- MPTv
let Jones
Charles Irving 30 min.
The Lone Wolf United Tv Pro- Gross- Krasne 3u mm.
grams
The Star and the Official 4-Star Prod. 30 min.
Storyi
The Whistlen
CBS TV Film Leslie Parsons 30 min.
Vltapix Feature Vitaplx
Theatre
Princess Picture! 5.3 min.
65-80 min.
United Tv Pro- Roland Reed
grams
30 min.
26
26
52
168
26
39
I0O
39
39
26
39
39
26
39
13
39
26
39
39
39
26
EDUCATIONAL
This is Charles
Laughton
Walt's Workshop Reid Ray
Gregory- Harris 15 min.
Reld Ray 30 min.
HILLBILLY
Juniper Junction, Essex Films Fotovox 30 min. 26
U.S.A.
Town & Country Official Films Byron Prod. 30 min.
Timea
MUSIC
Florlan ZaBach Guild Films
Show>
Frankle Laine
Show i
Horace Heldt
Show'
Nickelodeon
Series
Guild Films
Guild Films Guild Films
Consolidated Tv Geo. Bagnall
Geo. Bagnall
30 min.
The Guy Lombardo MCA
Show
This Is Your
Mum.
MCA
NEWS
Adventures in
the News
Sterling
SPORTS
Great Guys and United World Zach Baym
Goats
Jalopy Races from HarrlScope
Hollywood
Post Time, U.S.A. Tel Ra
Sports Mirror Geo. Bagnall
The Big Playback" Screen Gems
HarriScope
This Week in
Sports
INS
VARIETY
Date with a Star' Consolidated Tv Geo. Bagnall 15 min.
Movie Museum Sterling Blograph 15 min.
WOMEN'S
Kling Studios Kling Studios 30 min.
26
Tel Ra
15 min.
52
Wickham Films
15 min.
26
Screen Gems
15 min.
26
Telenews
Hearst-
15 min.
52
Metrotone
26
26
•Sold to Bhelngold Hi California. N. Y. C. New Haven and Blnghamton. Other markets available for sale to local spom - I to Pacific Telephone n Call o
Washington and ^Oregon Other markets available to local si ors. «ATallable in color. .Available I 3. - ■•■> markets Bes avail.
spoors Vhe VVanler Co .Chicago (Ovalllne) is sponsoring the show nationally under the title. "Captain Midnight." A separate series ,s ava.lable for local SI
the markets not covered by Ovalllne. SPONSOR invites all tv film syndicatora to send information on new
26 JULY 1954
(See film notes, page 56)
51
,ot»
ZIV'S NEW $Al£$ C
Hollywood's Dynamic
DAVID BRIAN
in the powerful role of
W m
4&**n& '
THE B E H I N
D - T H E
^MYSTERY on the air
is practically
.4IHJJ.il,
EE OF
HAVE YOU SEEN THE B.A.B. SURVEY*
OF "THE CUMULATIVE AUDIENCE OF
RADIO MYSTERY DRAMA PROGRAMS'?
Champion of the
people, defender
of truth, guardian
of our fundamental
rights to life, liberty
and the pursuit of
: happiness.
i
WW FOR RADIO ADVERTISERS!
DRAMA OF OUR
IN ACTION!
TESTED and PROVED...
No.1 MYSTERY on the Air!
NATIONALLY
HIGH RATINGS! i«
in survey after survey* ... for 12 years among
the nation's top-rated shows.
•National Hooper and local Pulse ratings on request.
LONG-TERM RENEWALS!
Renewed for 12 consecutive years by one of the
largest firms** in a highly competitive field.
"Name on request.
SENSATIONAL SALES RESULTS!
j During this 12 year period, the sponsor's annual
[sales increased nearly 300 °/«
'%.***
•From $17Vi million to over %AS million.
listeners live the
liil.l l!HI9iiHIH.j J.
AND ACTION
as MR. D. A., HARRINGTON and MISS
MILLER match wits with the underworld.
Gal in touch with us now . . . wire, phone, write for full
FACTS ON THIS NEW SALES PLAN FOR ADVERTISERS!
f3 FULL-LENGTH SELLING
JSOR I
1ST
CHEMU1S
25,000 WATTS!
TOWER POSITION HIGHER!
WATTAGE TRIPLED!
MARKET COVERAGE. ..SATURATION!
— and a big plus ! ! ! I
Fantastic is the word — the word for the wav viewers
of the Rochester area have, during these first eight
months, welcomed Channel 10 into their living
rooms. It's the word, too, for the was local, national
and network sponsors have gobbled up our time
. . . that, of course, is what top programming does
for a station!
st look up the Rochester Spring "Hooper"* your-
If — check rates — study our coverage map above —
en consider this new Channel 10 up in power! . . .
e'll wager vou'll be asking us for availabilities!
ON CHANNEL 10. — The strong CBS daytime
s our own smash local participating programs
15 to 20 ratings, some adjacencies to ratings
9 — vet at our low, low class "C" rates.
CHANNEL 10
V H F
W/'FV uovs all out to
promote Hiss I uiverse
Radio station \\ IMA in Philadel-
phia undertook t < » introduce, promote
and aii the judging of the local run-
olf of tin- "Miss I niverse" contest re-
centl) ami (lid the whole job in less
than L00 hour-. It was the sole medi-
um through which the contest -for
"Miss Eastern Pennsylvania" was
promoted.
\\ PEN executives made plans for
production and promotion oi tin* con-
test in conjunction with the 1'atricia
ROCHESTER, N.Y.
EVERETT-McKINNEY, INC. • NATIONAL REPRESENTATIVES • THE BOILING CO.. INC.
Steve Allison with Miss Eastern Pa. finalists
Stevens Finishing School f<n Models
and Careei Girls, completed them on
Tuesday, 2 ( ) June. First announcement
of the contest was aired that night on
the Steve Mix"/! Show, a late-night
sabfest on \\ PEN. I>v earh noon on
Wednesday, the fir-t entrant- arrived
at the Patricia Steven- School and the
screening was <>n. Bj Friday, -i\
judges were named. On Saturday at
12 noon, the finalists were -elected.
The finals <>f the contest were sched-
uled for midnight airing in the W PI N
studios on the Steve illison Show.
Crowds started to arrive at (> p.m.,
filled the studio to capacit) l«v ' > : 1 ~»
Hv 10:15 p.m.. police had to be called
to control the crowd- wanting to enter
the studio. Considerately, the station
supplied street amplifiers so that the
overflow out-id.' could at least hear
the goings-on.
The contest began at 12:0."> a.m. and
\li— Eastern Pennsylvania (Elaine
DuFeen, 22) was picked at 1:40 a.m.
• * *
54
SF0NS0R
WSLS 'Sidewalk Radio Studios
Radio station WSLS in Roanoke.
Va., has moved its studios to a
street corner in the heart of that city's
downtown district. Object: to exploit
itself and to bring its operation closer
to the public. Result: greatly hypoed
public interest and upped sales for
sponsors.
The WSLS studios (which opened
Memorial Day) are set up and dec-
orated with a view to being eye-catch-
ing and appealing to passersby. Offi-
cials of the station estimate that dur-
ing f8 hours of each day, some 24.000
persons pass by the corner (First
Street and Church Avenue) on which
the studio is located.
Since the opening, thousands of peo-
ple have visited the studios, the station
reports. Spectators are invited to par-
ticipate on local shows and inspect ra-
dio equipment. Each guest is given a
map illustrating WSLS air coverage.
Sponsors are profiting from the new
setup, too. Merchandise of advertis-
ers using the station is on display in
the large windows of the studios as
well as within. These displays are en-
hanced by the carnival atmosphere of
the studios, promoted mainly by a red-
and-white striped canopy which covers
the entire ceiling. Sponsors exhibiting
products include Singer Vacuum Clean-
er, Hammond Organ, General Tire,
Sunnyside Awning Co.
Pedestrians looking in the windows
can learn the latest in weather, news
and sports, as well as the program on
Carnival air of street studio stops passersby
i
* attravt public, €tid sponsors
the air at the moment. A large ther-
mometer, a clock and weather fore-
cast dial, a sports scoreboard, an As-
sociated Press teletype machine and an
easel with title cards of programs make
this possible.
One-third of the studio space is oc-
cupied with a record and transcription
library for the convenience of disk
jockeys. The walls feature pictures of
local and network air personalities.
Since it has established the new
"Sidewalk Studios," WSLS reports, it
has found "fresh vitality" for opera-
tion. + • •
Crosley stirs summer air
with "Operation Sunburst"
"Audiences and sales are like plants
— they wilt when not watered with
good programs, strong advertising, po-
tent promotion, meaty merchandising."
This is the philosophy under which the
Crosley Broadcasting WLW radio and
tv stations are running their $100>000
summer promotion, "Operation Sun-
burst," for the fourth year.
"Sunburst" revolves around three
major efforts (in addition to a public-
ity barrage through a variety of out-
lets) :
1. A "Famous Face" contest, which
started 1 July. One section per day of
a jigsawed face of a famous person is
flashed on the tv screens. Each day, a
new section of the face is added, as is
an additional prize. The first 10 view-
ers to identify the face receive prizes,
then compete against each other to
identify a second "Famous Face."
Winner gets a huge jackpot.
2. A premium package to move
products. This is a set of six 15-ounce
glass tumblers, decorated with pictures
and signatures of the leading WLW
radio and tv stars. It is available to
persons who mail in SI and proof-of-
purchase of any product advertised on
one of the Crosley outlets. This wide-
spread merchandising program has
over 20.000 outlets: some 220.000
pieces oi point-of-sale displa) mate-
rial lui\ r been disti ibuted \<\ \\ l.\\ -
merchandising lie-Id forces, marking
"Sunbursl items w hich i an I"- used
in procure the glassware.
A. Building interest in pi o'jiam- li\
putting shows on tour, strengthening
talent ties with audience. Shows loured
(in studios at l)a\ton and < olumbua
as well as Cincinnati i include: Uuth
Lyons' 50-50 Club, Midwestern Ifay-
i ill V. Waller Phillips Show. * * *
Muzak oiiers broadcasters
iirst crack at riahts
In a new, large-scale expansion, the
Muzak Corp. is offering established
broadcasters first chance to obtain ex-
clusive franchises to the firm's back-
ground-music library. This applies in
virtually every U.S. market of 50,000
or more.
Sparking this move is a new mag-
netic tape playback instrument, which
practically runs itself. It automatically
starts, stops, pre-selects specialized mu-
sic as desired, reverses itself and
changes tracks, rewinds, shuts itself
off. even switches on a companion tape
machine to start the process all over.
Heretofore, due to economic factors,
including the high cost of maintenance
of manual disk turntable operation.
Muzak has restricted franchise opera-
tions almost entirely to markets of
200,000 or more. But the new high
fidelity mechanism has so reduced ba-
sic costs that franchises can now be
supported in markets of 50,000 or
more.
Muzak's background-music library
currently embraces over 7,000 selec-
tions. Restaurants, banks, hotels, fac-
tories, offices, supermarkets and other
organizations in major markets have
been using Muzak's system for 20
years.
• • •
26 JULY 1954
Briefly . . .
WSAZ-TV, Huntington. \\ . Va., is-
sues a small folder to aid lady and gen-
tleman program guests in their tv ap-
pearances. It suggests proper apparel
and makeup, points out meanings of
cues and hand signals, gives general
instructions on before-camera behav-
ior. Ladies, for instance, should wear
plain pastels or greys, no white dresses,
no large brim hats, shiny jewelry or
eye shadow. Gentlemen should pref-
I Please turn to page 105)
55
for a
BIG
uiu selling
\ job -use the
station
in the Wheeling
.market . . .
IN POWER
operoting with 316,000 watts,
channel 7 , the most powerful
TV station in W. Va., South-
western Penn, and Eastern Ohio.
IN PROMOTION
WTRF-TV program schedules
are published regularly in more
than 55 newspapers, including
3 daily and 2 Sunday Pittsburgh
papers. Consistent promotion
for all clients has won for
WTRf-TV top prizes for out-
standing efforts.
PUBLIC PREFERENCE
Latest Telcpulse survey in 6
counties adjacent to Wheeling
gives WTRF-TV 1st 25 most
popular one-a-week shows and
1st 15 most popular multi-week-
ly shows — plus audience pref-
erence in every lime category.
WTRF-TV
NBC Pnmory • ABC Supplementary
represented by Hollingbery
Robt. Ferguion • VP & Gen. Mgr.
Phone Wheeling 1177
Rodio Affiliate! WTRF & WTRF-FM
US*
■ *: x .*:*. ■ ^ A*Jti)£
UllllllllllllUllllll
I IK
A
JJ
ill toil
Color tips: |„ \,w York earlier this
month, Dr. Mfred \. Goldsmith, con-
sultant lt> RCA and board chairman of
the National Television Film Council,
relayed to an audience <>l agencymen
and film producers several ke\ tips
MFC lia> learned through experiments
with color film commercials on closed-
circuit colorcasts:
1. Shoot "balanced" color. Sa\s
l)r. Goldsmith: "Make the film right
to begin with. Don't worr) about try-
ing to unbalance deliberately in order
i" correct for am shortcomings in the
t\ color equipment. II the color- look
right on film, they'll look right on the
air."
2. Screen under tv condition*. Don't
have your commercial run-throughs
and critical sessions in a projection
room with a big screen. Project it on
a L9-inch screen, or from behind
ground glass about the same size.
You'll gel a better idea of how your
colors will look, and will be able to tell
il you re crowding in too much.
■\. Shoot in closeup. Long shots
should be as brief as possible in color
commercials, YI'FC feels. Reason: In
long shots, colors tend more to merge;
details and contrasts are lost. A red-
and-white checked tablecloth, for in-
stance, looks properly checkerboard in
i loseup. but blends to over-all pink in
long shots. Flesh tones arc far better
in closeup. Makeup is about the same
a- lor an) standard color film -hooting.
4. I se optical sound. Color film
projei tors aren t yet developed to han-
dle the magnetic sound track- now be-
coming popular in much film work, al-
though the) probabl) will he in the fu-
ture. Plan all -omul for standard opti-
• al sound tracks.
.">. Get expert opinion: Network film
men and engineers have now reached
the degree ol familiarit) with color
film problems, Dr. Goldsmith feels,
when the) can view a regular project-
ed « "loi -' reening and then tell \ mi
how it will look on color t\. It isn'l
necessar) to wait for closed-circuit fa-
cilitie-. which are in great demand for
other test work.
Who buy* >em?s \ recent ABC Film
Syndication -ale- analysis of three of
ii- syndicated t\ properties shed- some
light on whethei the heaviest hu\er- of
film -how- are stations, agencies oi
clients.
I he -ale- breakdown was computed
lor three ol \I'>C Film'- properties,
Racket Squad, The Playhouse and
John Kieran's Kaleidoscope.
Out of a total of ',» sales of Racket
Squad at the time the anal\-i- wa-
done 10. or i;;-; ,,f the sale- were
made to stations; 38, or M)' ; were to
agencies, and five, or (>' ', were to ad-
vertisers.
An analysis of The Playhouse indi-
cate- that 2d out of a total of 30 sales.
or 07';. were made to agencies; 10
sales, or 33%, were to stations and
none were made direct to advertisers.
lor Kaleidoscope, the sales break-
down showed the majority of -ah-
were made to the stations. Of a total
of 1 1 -ale- 0. or 82'r . were to sta-
tions. I here wa- one sale lO'r | to
an advertiser and one ( 9' , i to an
agency .
"hone Wolf" promotion: [ nited
Telex i-ion Programs has just launched
a "showmandising" campaign for its
Lone Wolf half-hour tv film -erics
which permits sponsors of the -how to
lie in item- ranging from heer glasses
lo cuff link-.
I II' has made available a wide
range ol displa) material as well a-
ti I in trailers and slide-, bumper stream-
ers and Lone II olf stationery. Items
which tie in with the -how include
beer and cocktail glasses, tie clasps,
cuff link-, earrings and lighter-.
\ cording to \\ \ mi Nathan. \ i< e
president in charge of sales for I I P,
promotion and merchandising cam-
paigns similar to the one outlined
above will be an integral part of all
new syndicated film products in the
future. He emphasized thai sound mer-
chandising can help bring the local or
regional sponsor into direct, effective
competition with a national sponsor.
• • *
56
SPONSOR
Professional
for every
studio set-up
RCA offers the most complete line of profes-
sional 45 RPM equipment in broadcasting,
including: turntables, conversion kits, indi-
vidual components— everything required to
meet the specific plans of your station.
• For fine-groove 45s and 33/3's (exclusively)- up to
12". Specify RCA's "studio-proved" BQ-1A turn-
table. Only 28" high, 20" wide, and 16 V 2 " deep, this
unit is designed specifically for 45's and 33 Vs—
up to 12" diameter. Complete with lightweight
tone arm, filter, 1.0 mil pick-up, and a cabinet
Order MI-11808/11806/11874-4. (Without cabi-
net, order M 1-11806/1 1874-4.) Immediately avail-
able from stock.
• For 33'/), 45, 78-transcriptions. Specify RCA's de-
luxe BQ-70F Turntable — newest edition of RCA's
famous 70-series transcription equipment. This
high-quality unit includes a lightweight tone
arm, a filter, a 1.0 mil pick-up (for fine-grooves),
and a 2.5 mil pick-up (for standards). Order
MI-11818/11885/4975/11874-4/11874-5. (Without
pick-up and filter, order MI-11818.) Available in
30 days.
• For "45s"-on your present RCA 70C, 70D, or 70E
Turntable. To play "45's" on 70C, 70D, or 70E turn-
tables, you simply install the RCA 45 RPM
Conversion Kit that fits your set-up. Check here
for the kit you need. Available in 30 days.
( I) Complete4S RPM Modification Kit, including record odoptor plate, ton*
arm, 1 mil pick-up, and filter. MI-11883 1I8S6 11885 4975 11874-4.
(2) For 70C, 70D, and 70E turntoblet already equipped with MI-4975
filter— tpecily kit MI-11883 11886 11885 11874-4.
(3) for 70C, 70D, and 70E turntablet already equipped with MI-4975
filter and MI-11874-4 pick-up— tpecily kit MI-11883 11886.
RCA professional 45 RPM equipment can be
ordered direct through your RCA Broadcast
Sales Representative. In Canada, write RCA
Victor, Ltd., Montreal.
Pioneers in AM Broadcasting for over 25 years
RADIO CORPORATION of AMERICA
- off* iO^' •
*« ? A«7A- 5
*»**: ■■■■'
ENGINEERING PRODUCTS DIVISION
CAMDEN. N.J.
^A6-P c y°9 ( . e0 s< S
ReP'
EVERY 27 SECONDS SOME
BODY WRITES TO WBC
n the first five months of 1954 . . .
0,094 people wrote to WBZ-WBZA, including 15,000
who requested a snowfall map offered in just six an-
nouncements.
8,830 wrote to WBZ-TV. And last year a sponsor got
71,759 responses to one of its amateur shows.
2,229 wrote to KYW . . . 2,024 of them for health booklets
in just two weeks.
8,122 wrote to WPTZ. And during this time, in addition,
one sponsor heard from 35,467 listeners to his show.
5,723 wrote to WOWO. One week brought $2,320 in $5
orders for a garden product.
45, /49 wrote to KDKA. In six weeks, 8,816 of them from
131 counties, 19 states and Canada sent quarters and
boxtops for gladiolus bulb premium offer.
39,610 wrote to KEX. A two-week Valentine Day contest
drew 5,511 entrants.
You see. People don't just tune to the v^BC stations.
They do something about what they hear. That's
Audience Action! If you want to hear more, call your
nearest WBC station or Eldon Campbell, WBC National
Sales Manager, at Plaza 1-2700, New York. Ask about
substantial multiple station discounts on the Audience
Action stations, too.
• ESTINGHOUSE BROADCASTING COMPANY, INC.
in die morning!
in tlir afternoon!
in (he evening!
JL\
Winston-Salem
VOIITII CAROLINA
... the hub of a rich, fast-
growing 15 county market in
the industrial heart of the . . .
State in the South
Whatever your product or serv-
ice — you will sell more of it
faster to more people when you
use the
STATION
Hit
AFFILIATE
600 KC-5 KW
AM • FM
Represented by
HEADLEY-REED CO.
[Continued from page L0)
Next— put this device up front in your cop) (which is
probabl) a minute's length or more). Then in the body test
superimpose the phrase at least once. Then at your sign-off,
reiterate.
You are now assured of "playback" for your major point.
Start practicing taking bows. You're in. Your copj sings
it is "proven" effect i\e.
Now there arc a few more tricks to master. Have you sec-
ondary copy idea- to register, too, like "it is also beautiful"
o] "movie stars use it" or "there's a ne\* low price." Ch<
ironi the-e re-earch— tire techniques.
It your- i- a food product, someone has to be -ecu i in t\ )
eating it and grinning! This says "Yum- Yum" which would
not be apparent to our public no matter what the word- are
like. People don't seem to understand thai food is edible
until the act unfold- before their eyes. Hut don't forget that
-mile!
Is your pitch to be done 1>\ Mrs. Average Housewife?
Then avoid having her wear a mink stole in the kitchen. He-
search tells u> this i- atypical. Also— —she should not have a
British accent. You see most American- don't. Her choice of
words should be reminiscent of the V Y. Daily News— not
The Harvard Law Revieu .
More precept-: Don't have main changes of scene <>i set
maybe jusl two — because you leave the viewer di//\ and
dizziness i- not a conducive condition to sales.
Voice-ovei isn'l good— —except when used correctly. (A
learned man once told me this!)
Well — these are a lew world-heating principles. There
are more but let's not try to digest too many in the first les-
son. Start u-iiiii them today — and you'll find they may not
onl\ rate high on the Research ("hart but b'gosh von may
even turn out real good commercials! * * *
Letters to Bob Foreman are weleomed
Do u>/( always agree with the opinions Bob Foreman ex-
tses in " Igency Ad Libs*'? Bob and the editors of SPON-
SOR would be happy to receive and print comments from
readers. Address Bob Foreman, c o sponsor, in E. 49 St.
60
SPONSOR
What can you do
with $73.58?
o
o
For $73, you have lots of choices. You might buy a case
of good Bottled-in-Bond Bourbon. Or a genuine,
woven-under-water Panama hat. Or maybe treat
150 neighborhood kids to a spree at their
favonite soda fountain!
>N WOAY, $73.58 will buy 13 one-minute spots!
-
WOAY, Oak Hill, is West Virginia's second most
powerful station!
Its 1 0,000-watt signal covers 21 counties —
delivers a total Nielsen audience of 102,200 radio
homes —
delivers an average daily Nielsen audience of 5 1 ,320
radio homes!
rite direct for availabilities.
WOAY
OAK HILL, WEST VIRGINIA
Robert R. Thomas, Jr., Manager
10,000 Watts AM-20,000 Watts FM
WEST VIRGINIA STATION
COVERAGE
DETAIL
Radio
Homes
in Area
NCS Area
No. of
Coun-
ties
DAYTIME
4-Week Cum. Weekly
Average
' Day
NCS Circ.
% *
NCS Cirt.
%*
NCS Circ.
%*
20,370
FAYETTE
1
18,490
90
18,220
89
10,150
49
18,190
GREENBRIER
3
15,490
85
15,130
83
6,720
36
66,940
KANAWHA
1
10,310
15
7,180
10
4,410
06
14,570
LEWIS
4
3,110
21
2,280
15
1,680
11
18,260
LOGAN
1
2,780
15
1,960
10
1.020
05
19,440
MERCER
1
8,000
41
6,480
33
3,990
20
14,290
NICHOLAS
3
11,450
80
11,080
77
6,620
46
23,930
RALEIGH
1
20,220
84
19,610
81
8,540
35
12,290
ROANE
4
2,720
22
1,990
16
1,460
11
16,750
WYOMING
2
9,630
57
8,610
51
6,730
40
225,030
10 TOTAL
21
102,200
92,540
51,320
* — % of Radio Homes in Area
KITCHENS
.puN-Hi;
\(.l M 'l !>,
--. i I quipmi <i> '
. \!'-i l I i AS! HIST0R1 I Hartford tin,, specializ-
\nd remodeled kitchens /<</> '/ bit skeptical
about /in/in <;n a source ft leads. The product •"-' often
ran into u>ui figures urn/ presentation was technically
At. On the advict of the local station a test vehicle
was selected: a program <>l ^<><><l. classical musu heard
mi Sunday afternoons. This liad adult <ii>i>r<il and would
//c heard by men as well as women. The commercials
in be unobtrusive and included the "/<-
pearance oj tin firm's president n- kitchen consultant.
Result: s /intt produced many choice leads and sales.
w i > i ; < ii
I'Knt.li \M Music ..I Distinction
RECORDS
W WIN, St Paul-Minneapolis
PROGRAM: Judy's Jukebox
AUTOMOBILES
SPONSOR Homei I . Thompson
M.I \i 'l It,
< U '^' " < ^SE HISTORY When Homer Thompson
picked up L3 neu L953 Fords recently, he bought two
announcements daily on MutuaFs Major League Game
of the Da) over KD/i. [This is a network co-op shou
which is sold locally.) Game of the Da) was the only
advertising he bought. Furthermore. Thompson was not
offering discounts u* large as those given in nearby Los
tngeles h>r the identical model. ) <t in two weeks' time
nil 1 3 cars were sold. ( ost: 1100.
KDB, Sanl
PROGR \M: Gam oi the Da)
SPONSOR: Anderson's Record and Gifl Shop AGENCY: Direct
CAPSUL1 CAS! HISTORY: When Bob Anderson, own-
■ i gift shop at the Huh Shopping Center in Minneap-
olis, tool his lust fling ut radio he was faced with this
"heliei e-it-or-not" proof of radio's sales ability. Anderson
had decided to try out radio via participations in Judy's.
Jukebox, heiml Monday through Friday between 4:00
""'/ ">:'»<) over // l//\. One day 'soon after his entrance
into radio) u man came into his store and said, "I was
sitting in m\ ear mer there and heard your commercial.
I didn't know you had records for sale.'' The man then
proceeded to buy five alliums.
TABLES
-l'i >NSOR: Blackstont < orp.
AGENl 'i : Direct
I APSULE < ASE HISTORY: To announce the close-out
sale of its subsidiary, the Elite Furniture Co., this James-
loiiri fir m decided on a special campaign of announce-
ments and participations oier a six-Weeh period. Id Man-
famet I . /'iters selected radio "primarily to get
penetration in an area encompassed in a 50-mUe radius
from all sides of J dmestou n.'' The results justified the
expenditure (>2 to ] : The tables sold brought in more
than s(>2 of sales revenue for every $1 spent on radio
advertising. Peters adds: "Practically all the purchases
outside o) lamest, ,u n u ere attracted by radio."
\\\\\. Jamestown, Y Y.
I'KOi.K \\| : Announcements
BANK
SPONSOR: II,. Northern Trust Co, AGENCY: Waldie & Briggs
CAPSULE CASE HISTORY: The Northern Trust Com-
p,.n\ of Chicago had been using radio for 23 consecutive
\cn/s a-, a goodwill builder. In that time the company
liad increased tenfold. In January of this year, the for-
mat of tlieir program was changed. The show and com-
mercials were revamped to cause people to listen more
attentively — stereophonic sound was introduced with dra-
matic readings given by top actors and actresses. Wil-
liam II. Rentschler, Northern's ad manager, says: "The
results have amazed us. We like the future of radio."
\\ M M,>. Chicago
PROGRAM: The Northerners
REAL ESTATE
SPONSOR: Carl Moore
AGENCY: Advance Advertising
CAPSULE CASE HISTORY: Carl Moore, a buUder, had
55 new $9,000 homes to sell in Clovis. Cal. Clovis is lo-
cated 15 miles outside of Fresno. In order to reach as
many potential buyers as possible in a limited time,
Moore decided to schedule 50 one-minute spots over
KBIF within a six-day period. He also bought eight one-
minute announcements over KBID-Tl which he scat-
tered throughout Thursday. Friday and Saturday. By
the end of the week only one house remained: 54 were
sold. The total gross for Moore was $486,000. His ad-
vertising expenditure teas only $336.
KBIF, Fresni
PKOtiRAM : Announcen
BAKERY
SPONSOR: <• I, o Bak< n
AGENCY : Hired
< \P-I II ( ASE HISTORY: When the Goodco Bakery
decided to test radio's ability to sell baked goods, the?'
bought two 50-word announcements a day scheduled be-
ta een 1 :25 and 1 :30 in the afternoon. The test was called
"Operation Sugar Cookie" as cookies selling for 30c a
dozen acre advertised over WKNE at 10c a dozen for the
test. The result was an unqualified success for radio: By
11 ed nesilay of the test week the normal sale of 13 dozen
cookies a neck liad jumped to 54 dozen.
WKNE, Keene, N. 11.
PROCK \\l: AnnouncemenU
JUMPS THE CLOCK
SCAST
• •lands
steady
sponsor
btation WEPM is a 250-watter at Martins-
burg, nestled in the high hills of West Vir-
ginia's eastern panhandle. It is within listening
distance of nearby metropolitan centers.
Even so, General Manager C. Leslie Gol-
liday had been able to build an attractive
and faithful local audience for his AP news-
casts. Only one— the 15-minute spot at 8
p.m.— failed to attract regular sponsorship.
Prospects were quick to point out that the
majority of Martinsburg listeners tuned in
to a more powerful out-county station at
that time.
Golliday did some high-wattage thinking
and arrived at this solution: He moved the
program ahead 15 minutes, got the jump
on the "foreign" competition, captured the
local audience, sold the program.
That was four years ago. The program is
still sold. Sponsor is happy because Martins-
burg folks listen to the early evening news
BEFORE the "city station" gives it to them.
If your station is not yet using Associated
Press service, your AP Field Represen-
tative can give you complete information.
Or write—
Says Manager Golliday:
"By jumping the clock 15
minutes, we were able to
obtain — and hold — a
steady sponsor. Listeners
realize there's no more de-
pendable news than AP
news. Thanks to AP, we
have news events in hand
as quickly as even the big-
gest station in the country."
Those who know famous brands . . .
know the most famous brand in news \sJt
26 JULY 1954
63
<r
*
^ «» '
€&&
? r>+*.
STORER BROADCASTING C
WSPD • WSPD-TV WJBK • WJBK-TV WAGA • WAGA-TY
Toledo, Ohio Detroit, Mich. Atlanta, Ga.
KGBS • KGBS-TV WBRC • WBRC-TV WWYA WGBS
San Antonio, Texas Birmingham, Ala. Wheeling, W. Va. Miami, Fla.
NATIONAL SALES HEADQUARTERS:
TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr.
1 1 8 E. 57th St., New York 22, Eldorado 5-7690 • 230 N. Michigan Ave., Chicago 1 , Franklin 2-6498
ii forum on question* «»i' current interest
to air advertisers and their agencies
ffoir run u ItHttl or regional .sponsor use
si/ncfi«*(tl<*(f film |»i»(/i(iiiiv fo Imvsi atlvttntttye
THE PICKED PANEL ANSWERS
MERCHANDISING VITAL
By If. If. Sillerman
Executive ' ice President, Television
Programs «»/ America
Tin- first thing is
to realize that
h iili the purchase
of the righl show .
the selling job
has jn-i begun.
The advertiser
should merchan-
dise his sIionn to
lli. hilt. He
should use all the promotional and
merchandising aids tin' syndii ator pro-
\ nil'-. I- hi mil \ ai ion- progi ams we
include material thai ranges from let-
ters I • \ the star, through point-of-sale
material, I" posters that sponsors can
buj at lower i ost than the) can make
them themselves.
We .I" tin- to impress upon our cli-
ents that the) arc buying not onl) top
entertainment, hut sales builders. Ob-
viously, the show i- the magnet which
attracts tin- audience. I>\ getting be-
hind the show, the sponsor adds impart
i" extract even dollar of -ales value.
Hi- agem j i an be of tremendous
help in an \ number of ways, not the
leasl of which is integrating the com-
mercial into the content of each epi-
sode. It i- our polic) to have prints
in the hands ol the agencj or sponsor
al leasl two weeks prior to plaj .1 ite
t" allow ample time for the mosl ef-
fr. tive |>io< easing of the i ommei ial.
I he I'" al station is another sour< e
oi real help, both in it- audience pro-
mol i"N and mi n handising effoi t-.
I he lo' il advei tiser w ho buj - the
righl -bow from the righl source auto-
matii all) a quires a ompetent, pi i
sional team whose own success de-
pends upon tin- advertisers success.
He can gel the most out of his film
b) using to the fullest the facilities and
talents and services of the individual
members of that team.
CAREFUL PLANNING NEEDED
By Fred /. MaKUtedl
Director of Operations, CBS TV
I Urn Sales
\nv advertiser,
local or national
can use s\ ndicat-
ill lilm programs
effectivel) a n d
successfull) b y
simpl) using the
same common
sense. planning
and attention that
he wmild use in an\ other business
transaction.
Main local advertisers all across the
country, in all types of markets, for all
types of products, have used and are
using film -hows on television with
outstanding sales success. Others have
had little or no success from the
standpoint of sales effectiveness.
The failures usuall) result from un-
planned haphazard buying of programs
and time periods, failure to promote
oi merchandise the program and poor-
K com eh ed or produced commercials.
I he success "I a film program depends
not onl) on the care with which the
film i- selected but also on the \\a\ in
which ii i- fitted into the over-all ad-
vertising campaign.
I ii-i o| all, the advertiser must have
- leai K in mini jusl nn bat his market
i- in term- of people. Who bin- the
produi i .' Oi -< e 5 ou know exactly the
audience you want, consult vNith the
loi al station people as to the aN ail-
abilit) of a time period in the hours
nnIich your prospects are at home and
not preoccupied v% i 1 1 1 other tasks which
would prevent their watching televi-
sion.
In multiple-station market- gi\e
some thought to what the program
competition will be on the other station
or stations in your time period. Uso
make certain that \our program does
not follow a \ctn low rated program.
\fter you have settled on a satis-
factory time period on a station cover-
ing the area you want to reach, take
plentN of time to look at the film pro-
grams available of the type \ou re-
quire. Do not let price be the out-
standing factor in >our selection. The
old adage that you onl) get as much as
you pay for applies to svndicated film
as n\cII as to anything else. The cheap-
est film series may turn out to be the
mosl expensive in the long run. More-
over, do not be afraid of second-run
programs. If a program is basically
good it nnjII still draw large audiences
the second time around.
When you have decided on the par-
ticular -eric- Nun want, do not just be
satisfied to look at one or two audi-
tion prints. Take the time to at least
look at ever) third picture in the se-
ries. Request a complete list of titles
from the distributor and pick the ones
that you want to screen from this list.
Insist that you and not the distributor
determine which titles you want to
a reen. I lie top film distributors han-
dling qualit) shows -will have no objec-
tion to tin- procedure since the) are as
anxious as you to see that the program
pa) - "IT for \ ou.
\\ ith the program and time -elected
the next step i- the preparation of coin-
men ial-. Here is one place where you
cannol stint. In the long run. \our
sales success NNitb the programs -lands
oi tails on the qualit) or effectiveness
of the commercials. No matter how
large an audience your -Iionn ^et- it
66
SPONSOR
will tuner sell anything if poor com-
mercials with no sales impact are used.
The lasl hut very important step still
remaining is the promotion and mer-
chandising of your show. Here you
will prohahly he ahle to get some help
and cooperation from the station, at
least on the promotion end. The right
kind of program promotion will help
build larger audiences for your show
and will also help get the series off to
a faster start.
Every possible merchandising aid
should be used at the point of sale. The
top film distributors have merchandis-
ing specialists on their staffs who will
be glad to cooperate with anv adver-
tiser who wants merchandising.
In addition, completely packaged
merchandising material is available
with most better quality programs.
An example of an advertiser who
followed all the suggestions outlined
above, who carefully selected his pro-
gram {The Range Rider) and time
period, who prepared outstanding com-
mercials that tied in the star of the
show, and who followed up with an
extensive merchandising campaign is
the Table Talk Pie Co. through The
Reingold Advertising Agency in Bos-
ton. The results as reported to CBS
TV Film Sales by the agency: "Sales
increase of 607< in the first six months
. . . viewers delivered at the low cost
of $1.29 per 1.000." Today, with the
series having run nearly three years
the agency reports: "The client has
continued to enjoy substantial sales
gains ever since sponsoring the show
and they are now building a new bak-
ery to enlarge their capacity."
PRESTIGE, PROFITS CITED
By Edward D. Madden
Vice President & General Manager.
Motion Pictures for Television
The question is
not "How can lo-
cal or regional
advertisers syndi-
cate programs to
best advantage? '
but "Why do lo-
cal or regional
advertisers use
syndicated film
programs?"
Prestige-wise, the syndicated film
buyer is assured a place among the
I Please turn to page 103)
HtLL-y^^/
We ain't got no fifth amendment listeners in Central
Ohio. They listen to WBNS and they'll tell any pollster
who ealls up and asks 'em. When PULSE interrogates this
area's listeners they get answers whieh add up: WBNS has
more listeners than all other loeal stations combined;
WBNS has the TOP 20 PLLSE-rated programs heard in
Central Ohio.
CBS for CENTRAL OHIO
ASK
JOHN BLAIR
radio
COLUMBUS, OHIO
26 JULY 1954
67
TO SELL
JACKSONVILLE
(and the rich Northeast
Florida market . . .)
WJHP-TV
Channel 36
§ § §
53,374 UHF SETS-IN-USE
ABC • NBC • DuMONT
Television Networks
! §
For rates, availabilities, and oth-
er information, call Jacksonville
98-9751 or New York MU 7-5047.
§ •
WJHP-TV
JACKSONVILLE, FLORIDA
276,000 watts
on Channel 36
led nationally !•>
Julin II . Peri i I S50i ic
agency profile
Robert Orr
President
Robert Orr & Associates, New York
When Robert Orr. president of Roberl Orr S Associates, gradu-
ated from a Philadelphia high school man) years ago, a little old
ladj who lived near him asked him:
"How would you like to go into advertising?"
The old lad\ > pull? H<t nine was secretar) to the president of
a Philadelphia agenc) .
It was a (lion i- between killing the summer at the beach before
college opened or earning >l a week with an ad agency. Bob Orr
decided right then on the career that has made him. today, head of
an agency billing So* million a year.
Heaviest of his agency's air media accounts i- Jergens-Woodbury,
which spends some 4(t'i of its annual budget in t\. This cosmetics
firm is currently sponsoring Bride ami Groom, NBC TV, 4:15-4.30
p.m., three days a week over more than 60 stations.
"Jergens-Woodburj has had proof of the growth and pull of (lav-
lime t\ in its sales results during the past lw» years," Orr said.
A year-'round air media sponsor, the firm has bought three-times
weekly sponsorship of First Love, an NBC T\ daytimer starting fall.
Other Orr accounts include such firms as Clairol Hair Preparations
(soon to go on t\ i. Fuller Brush Co., Parfums Schiaparelli, Burling-
ton Mills. Air Express l)i\. of Railway Express Agency and a do/en
other di\ ersified accounts.
"This agency doesn't specialize in only one type of product or
service advertising," Orr said. Close to 7V, of his total >!! million
billings, however, comes from cosmetics lines "i other strong women-
appeal products.
This \ear (he agency i- spending about $2 million, or 25* , id the
total billings, in t\ expects to see a larger proportion go into air
media b) 1955.
"We've -ecu our Bride mid Groom show in color mcr NBC TVs
facilities," Orr added, "and we found that the package reproduction
in i. ui commercials was extremely effective. There will be few
metic- firms who will be able to afford to -tax out of t\ once color
t\ becomes a national medium."
\\ Inn noi busy planning strategy foi hi- account- or supervising a
-tail ol 85, Orr like- to break away for a weekend with his wife and
12-year-old daughter at his Southampton home. • • *
68
SPONSOR
EVERYONE AT WDAY-TV
LOVES THE TAX ASSESSOR!
WDAY-TV is the
ONLY TV STATION
WITHIN 50 MILES
OF FARGO!
Ordinarily you catch us billing and
cooing with the Tax Assessor about as
often as you see us playing around with
a bunch of wildcats. . . .
This year it's different. In May we
asked the City Assessor if he could
check Fargo's Personal Property Tax
rolls and tell us the number of tele-
vision sets in Fargo. Nobody lies to
increase his taxes! And 65.5% of all
Fargo families told the Assessor they
own television sets! And remember,
that was back in May, 1954 — less than
a year after ice went on the air!
We do a pretty fancy job in the rest of
our coverage area, too. Twenty miles
from Fargo the TV saturation is 52<
fifty miles away it's 28% — and seventy
miles away it's almost 20%!
Ask Free & Peters for all the facts on
WDAY-TV— the only TV station in the
rich Red River Valley.
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • CBS • ABC • DUMONT
FREE & PETERS, INC., Exclusive National Represent„iii;-s
i0 ;
26 JULY 1954
69
A
with
WAVE
you don't buy the elephant—
YOU BUY THE TUSKS!
WAVE and WAVE alone gives you exactly what you need
in Kentucky — at the right cost.
NOT TOO MUCH — NOT TOO LITTLE.
WAVE's 50% BMB daytime area coincides almost exactly with the
Louisville Trading Area, which accounts for 42.5°7c °f
Kentucky's total Effective Buying Income.
BIG-TIME PROGRAMMING — HIGH LISTENERSHIP.
WAVE is the only NBC station in or near the Louisville Area.
Plus that, WAVE invests in top local programming — employs
62 people on radio only, 44 of them for on-the-air activities
rather than management, sales, etc.
Don't buy the elephant. Buy the tusks — but be sure you get
ALL the tusks! NBC Spot Sales has the figures.
WAVE 5000 WATTS
LOUISVILLE * NBC AFFILIATE
NBC Spot Sales, Exclusive National Representatives
\*^/ lU"*, /^i -<^/ik//l\\ii/l'i ^/V^// WivM^iX
I
Nighttime 26 July 1954
SUNDAY I MONDAY
TV COM PARAGRAPH OF NETWORK PROGRAMS
TUESDAY I WEDNESDAY I THURSDAY
Nighttime 26
FRIDAY
""To Copper,
lelwork 5 GwoH
^BmJJ^KJRttHtlK^KKMmKmK^M
'"■^'"'V No n.
8«Mt llB.MHf
l'» l"«, halo
hjrf d;
i*«- T T? VtTi No n ""°"
i 'i. ""'«'■'""■*
CAW lis.000
j S3CB IZQ.QQQ jj „„,
Rod Skalton
Inpl Godfrey'!
Ini R J Hwrioldi ,, , vi „ Tvi Tod Tun** Dtor
THSNY L'
'% *"
. C»P 113.300
r Living
Tlnaire
T
i tun Bud
*-W *' * L
ludllo M.S00
NT *
Th« Hunter
ii i Doynoldi
tin
BONY If
f-u
B *B H780
s.
tiriailni
No n*i*ork
pro«ramln«
Wa.000 Nua'i thi Stmt
The Marriage*
PljIMOth , I)l».
■ c-_... Oiryiler Core
86NY L
'■« and explanations lo help you me (his chart Sponsor, listed alphabetical!,, irilh ...,.„,,, and time on atr
"' 1*1(0! tnil produrllon only, do aM Include CMDBtnltll "' tlml rtttriM. Tiny Affllr. Chlrln, |i I s 1>TN. Mm >,• \i n t KH(
I 1 " '-""T, ll.Tllal,! Tllllf.
"V Llill ll.lllrnnr.: C!., Chlraao; II>, Hull)
'■"I- OH.',. -.11 o* U,,*,' .l.l'l..r„ u-'l" ..' tl'.'.m I*.
IU-..-1. NT, St* York; V«.
|
■ Kl'WI llv mi !■■ ■
r.l I.., I d '(ar.l)fl Lu tituuu r
HtlKl. 1>U* (0 T-llY'l
liu> ■tiTttiln* rrn<o i
««>■ Am*. Too. SSi'll CUM. TlJ 'n. 7 (0 I" ,„„■
;■«*■ >(» «i< i " ■ - imm nhiM ,-ns, *„„'
1^,,,' Armour 4 Co, rc.UI \ tt ,- ,n i , .
•»ii- Buuk oiitr, ■llluua; ABO, Bu m* u on
0BB, all T U 0:30 pro:
Carle Prodi.
Chun Kino, JWT QBB. .1! Tl, I0J
Colg.lt.. t.u L-Bs M W K ii 30-13 noon 1
-' '< ■' . '". 'I^i . Md . s;
Gongtltum. M<-L'enn-Rrltkion: NBC. Tv 10:80-, 1 p
Contlnnnlal Bkg.. Baiei NBC, W B;3ii-« pm
Convwkd HI.... I ., I ■...,,. . , - CBl I 10 IS ii I
Cutlahy Puking, via Mic, s.i 10-10:90 u
Hiiik Qurtli, t ..... l„ Mif Tii B 10-10 pm
. JWT MIC, Tli I
General Food., Y.VB CBS, P B
■ 'lis, !■■ n k :■ ,; m !i :m-
General Mill*, 11 !'■«, Kii'.i -Hi; i :iti. '
rlgldalra. ITHII
. Ludgip: CBS, Sun 10 30-1
i bimuii, m.c-e. ens.
I Dairy frodi., Ayer' C
I, Warwick A Lokler: CDS, W 10 pm b
Am Alnnmyi, JWT NTIC, til Bun 8-8
SmlUi. CBS, all Sun «
RCA. JWT- NBC :
Sylvanla, Cecil A Prilbnj: CBS. Kal 1:30-1 i
U.S. SUal. BBOO. ABC.
Vllsmln Carp., KFCiC: D 1
the ONLY station that gives you
1,083,900* TV HOMES
for the cost of only 399,400*!
VHF-Channel 9 Jw^^<£
sioy«*
CANTON
No other stoilon gives you o TV buy like this! Powerful
WSTV-TV offers you roles based only on the 399,400
TV homes in the Steubenville-Wheeimg market - 52nd
largest in the country. But you get a bonus of the 9th
largest market — 684,500 additional homes — because
WSTV-TV beams a clear, primary signal right into
Pittsburgh! Right into Canton, Youngstown and many
other industrial cities in the area, too!
WSTV-TV'S
coverage of
1,083,900
homes is
BIGGER than SAN FRANCISCO
(812,150 home.)
.BIGGER thin WASHINGTON
(580,000 homo)
: CBS Hen
MV STEUBENVIUE-WHEELING
NOW!
FULL POWER
(230.500 Wall.)
from our
881 ft.
MOUNTAIN-TOP
TOWER
(2,041 ft.
ANOTHER AVERY KNODEL REPRESENTED STATION
m
PULSE FOR DEPENDABILITY
Pulse-trained supervisors and staffs
are in demand for special assignments.
Typical of more than 170 firms they
serve between regular Pulse surveys:
PIT
trmoui A' < o.
\l. ( nun i i u kson
lldei ton & Session*
McGraxi Hill
tmerican Home Foods
\fonsanta
Ulantit Refining Co
yational hmn its
B.B.D.&0.
National Biscuit < o.
Benton & Bowles
Owens-Illinois
Leo Burnett
Robert U .On
Biou t ompan r
Opinion Researt h Corp
CampbeU-Mithun
Paris & Peart
( amotion ' o,
UfredPoliti
Colgate-Palmolu e
Pepsi-Cola
CrossU) im
Prudential Insurance
Psychological Corp,
Fact-Finders
Foote, ('.tun- A Belding
thiol. a Oats Compan \
Fuller & Smith & Ross
Elmo Ropei
RuthrauffSt Ryan
Gallup X Robinson
General Foods Corp.
Safewaj Stores
Gillette Razor Co.
Scaltest
C,r\ n . Sewell X Gangei
U . R Simmons
Daniel Starch
Hotpoint !■ let i> ic
Institute for Research
Stewart, Dougall
»n Muss Motivations
Stilln im, Stauffei .
International Research
Colwell & Bayles
tssociates
Sv itt x Compan v
Kenyon&Eckhardt
1 U altCI Thompson
Knox, Reet es
1 ■•in i ompan \
Kio^n Company
H ildroot Compan \
1 ei ei Huts.
) oung X Rubicam
This month throughout the U.S., 117,000 homes are
being interviewed for next month's "U.S. Pulse TV"
pt*t*H
IHTMltWS
imCte
HOMi
mts%±
P
^| AND URBAN COVERAGE
B,vl,m, A July
SUNDAY
MONDAY
TV COMPARAGRAPH OF NETWORK PROGkAMS
TUESDAY I WEDNESDAY I THURSDAY
Daytime 2b July 1 y !, 4
FRIDAY I SATURDAY
Erty 1B0M
n«Ti
1. M..,Vt
t,, unfKMi
Lbki
1* III.
tfl-.c-n
m-f (••• man)
E.tt
LB ■■■■ lVi.i.1'
'raWnmlM
jjfis •-§
"HI'sli
L»
£
:;,,':•
*"ft
\„
•■::„
"*" ,'.»
LloM
YAR
;.
""■
r.m'f.
1
\v
(IM
« lul
15*00
Oirry Mow«
DCMj II V:
IWT I .,.,.. ,,
SI'lk* It ftlth
"XS"
NT L*r
n"htrr Q L«wl<
No nttmxk
LB Hhr unnn
Rlt »■«..»
Bffi£3?
,nfi Z,„ ■
lb Uhr
HDOi
Sg ,n '
•SIS
PULSE, /„
Telephone
est Kill, St., Veu
Judaon i
I ..( ,y,
NLtB JJ0OO
I^VV 'm V't,
lully I.
noV.«* "" "£
. .> wm.i... H '" '"" '' """
UNI I
ofs in ..on
N.. n.iwoife f..,
re:
Pinky Li
Ptrtlei n-.> f.i.
Btnlop 4 Bi*lt i
>., * h " t i. °*:™:r
6oit>n * B*»l»
J.
...like WCAU-TV \> -tops in Philadelphia!
WCAU-TV is now transmitting to the booming Philadelphia area
from its new maximum-height, maximum-power SKY TOWER— 1000 feet
tall with 316,000 watts! Reaching out into a 35-county, 4-state area,
WCAU-TV is now the only Philadelphia station operating with both
maximum height and maximum power. With the tenfold increase in
power doubling its coverage area— WCAU-TV now reaches over 6,360,000
people— 2,000,000 more than before!
Ten big markets are available to buyers from this one station:
Philadelphia, Chester, Allentown, Bethlehem, Levittown, Reading, Camden,
Trenton, Atlantic City and Wilmington— an unparalleled opportunity
for advertisers.
Even before construction of the SKY TOWER, WCAU-TV enjoyed an
unchallenged position in Philadelphia. Now— WCAU-TV reaches 45%
more people than before— twice as many square miles— 10 major markets!
Look at the breakdown:
Coverage 35 counties
Population covered 6,360,178
Total families covered 2,292,300
Total retail sales $8,935,730,000
Total effective buying income . $13,418,528,000
_ WCAU-TV
•))L£VirreuA/ ^>\ blanketing America's greatest
industrial expansion area
•cmd£n
m A
THE PHILADELPHIA BULLETIN STATION
26 JULY 1954
CBS AFFILIATE • REPRESENTED BY CBS TELEVISION SPOT SALES
77
ARE YOU AFRAID?
I 'i nun! from
those who thoughl i e highlj ol the
in;. Ini ;b. sponsor does not l<-c| this
| e will Bettle the argument. It is
too deep .1 < ontrovers) to be disposed
isily. Bui this article should
help • leai the ah and gel more admen
thinking about the problem: W by do
bo manj advertisers boycotl the air
media ' I 01 Bome «>f the astounding
reasons, see "W hv these •'>' advertisers
|x iv I ii-.' .hi media," sponsor, 16
Novembei 1953.)
Five icho disagreed: The five who
disagreed with Dr. Di< htei and spon-
sor 1 ai-< <! these objections:
1. I In- samples were too small and
tin- conclusions were therefore statisti-
cal!) invalid.
J. Quantitative interpretations were
pla< ed on crualitati\ e research.
I In- impli< ation was made thai
media buying aids like cost-per-1,000
figures and others should I"- discarded.
I rhere 1- jusl as mucb disagree-
ment anion- psychologists land psy-
chiatrists) as among admen, so who
can be believed ?
SELL THE
GolDenllarhef
0710 AMERICA'S
NEGRO POPULATION
WDIA-
50,000 WATTS
Here is a new "golden market"
of 1,466,618 negroes! 37% of the
total area population . . . one-
tenth of the entire ne^ro popula-
tion of An i' rica! And it can t be
reached except with WDIA, the
first and only 50,000 watt station
to broadcast exclusively to the
rich negro market.
TOP HOOPER AND
PULSE RATED STATION
IN THE MEMPHIS MARKET!
WDIA
—MEMPHIS, TENN.
REPRESENTED BY
JOHN E. PEARSON CO.,
OORA-CLAYTON AGENCY. SOUTHEAST
5. I's\cholog\ lia- it- place, hut too
much reliance on it ma) In- as bad as
qoI enough.
The views of the various executives
follow :
\ .|». at a "top 10" agency: "] was
verj mucb disappointed in tin- great
stress given the musings of Dr. Ernest
Dichter in Part III of the 'Psychology
of Media. The implication is much too
mi Mm: that all we have to do is throw
aua\ our circulation, audience and
cost-per-1,000 concepts and hire Dr.
Dichter instead to studv the 'person-
ality (inferences of various media.
"I am sure Dr. Dichter would like
this, hut if you had worked as serious-
ly in the field of psychological research
as many of us have, I believe you
would be a little less sanguine about
the utility of the results. Dr. Dichter
is completer) overboard on his implied
claims.
"I may still lean heavily on num-
bers, either because I have not yet been
offered a compelling alternative, or be-
cause I am, as Dr. Dichter sa\s. "in-
secure/ Hut having worked long and
bard, and systematically, in the field
of media evaluation and recognizing
full) some fairlv stupendous problems
as yet unsolved, I believe I have
enough security to find little solace in
nursing at the breast of Mother Dich-
ter."
it if t Mini R. Baker Jr., chairman of
the board, Benton & Bowles, New
York: "Both sponsor and Dr. Dichter
overlook an important fact in modern
advertising practice. Today's success-
ful advertiser and his agent have out-
grow n "decision by whim and caprice'
. . . and learned to dilute even sub-
conscious domination b\ an) one per-
son. Decisions are usuallv made these
days b) groups, not by individuals.
"Admitted!) all individual- have dif-
ferent backgrounds, different likes and
dislikes and are subject to some bias.
Bui advertising derision-, and media
decisions especially, are now the re-
sult of a media group working with
an account group. These groups are
so diverse in their backgrounds and
experiences that there is little chance
for iinli\ idual bias to control their
il<-. isions.
"Noi < an we "-tick to what we know
best' since we, like most, are a well-
balanced mixture of main experiences
ami backgrounds. \ml because our
recommendations and the advertisers'
decisions have become group decisions
and corporate responsibilities, there is
reall) no "job Becurity 1 at stake for the
individual- of the group insofar as the
selection of media is concerned.
"SFONSOB says that "harder-to-use
media like radio and tv are penalized'
. . . apparently by some earlier trau-
matic experience of individuals in the
agenc) business. SPONSOR should look
at its own records ol expenditures by
media types. It will <|uicklv see how
many healthy, non-neurotic, normal
agencies and advertisers there are."
Warner S. Shelly, president, N. W.
Iyer & Son. Philadelphia: "Your ar-
ticle lives up to its billing as 'one of
the most controversial we have ever
published.' I have a clear picture of
SPONSOR'S staff rubbing their hands in
glee arid telling each other: This will
get under their skins.
"I hope you won't be disappointed
if I do not bourne from mv corner
crying for vour blood or Dr. Dichter 's.
Controvers) of this type is good for
advertising. Anything that makes us
look sharplv at our work and study
ways of improving it. is fine.
"It is quite possible, in advertising
work, to follow a trend too far. Only
recently, the trend was to advertising
research of a mathematical nature.
This sort of research was hailed as the
answer to a great many advertising
problems. Your article about Dr.
Dichter's work strips some of the
glamor from mathematical research
and reminds u- that we are dealing
with real people rather than numbers
in an equation.
"However. advertising's current
flirtation with modern psycholog) i-
also a trend. Human psychology is a
fascinating subject, but I am unwill-
ing to concede that professional psy-
chologists are the onlv one- qualified
to Interpret it. Long before gestall
psycholog) was named, countless men
and women proved their abilitv to
swa\ people's emotion- through the
arts, literature, politics and in many
other ways. II vour article is su
ful in reminding us that above all else
advertising needs creative people —
whether or not the) have ever read a
book on psycholog) it will do a real
-ci v ice."
Hiirri/ .SY/iiiriricriiinn. president,
llai tv Schneiderman, Inc.. Chicago:
78
SPONSOR
i^jf
/3L
ID]
v-
BIG MIKE THE BIG SALESMAN!
Big Mike gets around! . . . and he gets results! Car-
tooned he appears regularly in the trade papers
telling Nebraska's industry story. In the person of
Thomson Holtz, he is seen and heard by thousands
daily as he travels, from good job to good job in his
little car. Big Mike is proud of the attention he is
receiving from coast to coast . . . proud of the awards
that have come his way. But more important, he's
proud of the day-to-day story of results he is getting
for his advertisers. KFAB-Big Mike is constantly
building success stories. He likes to talk to people . . .
and he would like to tell 'em about your product or
service. When he tells 'em ... he sells 'em. That's
what you'll find out when you pick up one of the
current availabilities on KFAB. Talk it over with
Free & Peters ... or lend an ear to General Manager
Harry Burke.
v v\\\ I \ I I / // /
s
Big Mike is the physical trademark of KFAB,
Nebraska's most powerful station.
■■ I be appeal. in. .- of the article <>n Dr.
Dichter's view-, accompanied b) a pic-
ture ol the most ominous Looking
I rend 1 have ever seen, proves thai
r ■ r 1 1 1 - baa come for mail order admen
i tl v ;n it,, ii piece on this business of
testing ads and buying media.
- Ml liail to Dr. Di< liter for a bold
i uposure of the m umbo- jumbo behind
much advertising money. We mail or-
dei admen traditionally look the other
was when the statisticians, researchers
and Burvey lads walk in. Our aloof-
ness, however, i- motivated by reasons
far different from those Dr. Dichter
gives. It is -impK that mail order
i. . bniques inherently possess the ca-
pa< ities For finding the answers to all
the problems which plague admen with
plush clients. Since there seems to be
i real need for impressive showings
before big money is spent, the impor-
tance of long columns of figures em-
balmed between gold-stamped leather
'"\ers is understandable. But, as Dr.
Dichter -(. pointed!) explains, most of
thern provide a convenient crutch to
support shallow thinking.
"To sim he. we mail order admen
cannot relax on a soft bed of fancy
HOOPER Tells the KC
Story!
Look at these figures
une '54 HOOPER
8:00 AM-12 N
The picture has
changed!
Net A — 25.8
Ind A — 16.0
iNegrol
KUDL — 13.4
Net B — 10.8
Net C — 9.8
Ind B — 8.8
Net D — 7.2
Let your nearest FORJOE
office show you the new
June, '54, C. E. HOOPER
SOON
DENVER, TOO!!
NOW rot THI »i«st TIUI
HO«-l TOWN COvtlAGI (Ol
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^ ^ , I
figures. Ever] penny we spend for our
clients must produce a traceable profit.
The *ke\ sheet' is our master. \\ e
stand naked before the actual and
tangible performance of every ad,
ever] mailing, every tv and radio ef-
fort. Ajid long ago mail order admen
<le\ eloped techniques for testing ads
and media which come closer to being
scientific than any other techniques
presently used. Perhaps that's why-
mail order advertising looks so dif-
ferent from all other forms of advertis-
ing. Perhaps because mail order test-
ing methods demand hard work, the
research departments in general agen-
cies avoid adapting them to their own
testing. And these methods are ruth-
less — many a pet inspiration goes in-
to the wastebasket after mail order
testing. Perhaps this is why most agen-
cies are afraid to use them.
''But I want to ask if Dr. Dichter's
thesis that all will be well if admen
begin to use the techniques of psy-
chiatry may not replace one dogma
with another. I do not mean to be-
little the enormous contributions to
human happiness made by psychiatry
since Freud, nor do I mean to deny
the value the use of all the social sci-
ences may have for advertising and
selling. The laudable work being done
by Ed Weiss of Weiss & Geller is
discovering a new world for mar-
keteers.
"I ask how valid and how scientific
are those techniques? When psychia-
try and psychoanalysis are mentioned,
most of us immediately think of Freud,
the grandfather of both. But how many
of us know that the Freudian school
is only one of many, that violent con-
troversy rages constantly over funda-
mental principles, that one school's in-
terpretation of behavior and its causes
is vigorously rejected by another
school which brings forth its own the-
ory ? We have not only Freud and his
followers but also Adler. Jung. Meyer,
Horney. the Non-Directives, the two
Reiks. Fromm and Sullivan in addi-
tion in the Gestaltists whom Dr. Dich-
ter mentions.
"We have bitter disputes over the
causes behind motivations — instincts
\-. environment, sex \s. the drive to-
wards masculinity, determinism \s.
free will and countless other debates.
I he media buyer who looks beyond
Freud and encounters this \ ast and
fluid 'science' will either be lost in
the wilderness or conclude that the
techniques of ps\chiatrv are no more
\alid than those he now employs. He
will quickly discover that even the
terminology u^-ed by each school is
different.
"The fact is that psychiatry is not
yet a science but an art. Oddly all
schools, however much they ma] dif-
fer from and even contradict each oth-
er, come up with many spectacular
successes when they apply their theo-
ries in practice. They also come up
with devastating failures. The bodv of
valid knowledge in the field is ap-
pallingly meager. It appears that the
personal talents of the therapist more
than any other factors account for
success or failure. The same theories
applied by one therapist will cure a
patient: in the hands of another thev
may make him worse. I believe that
the alluring new broom of psychiatry
applied to advertising may result only
in a new book, a new gimmick that
will become attractive only because the
old one is worn thin.
"Yet, having said all this. 1 never-
theless believe that an awareness and
an intelligent use of the little now-
known about human behavior can be
of great value to all advertising. This
knowledge can break a few dusty idols.
It can lead to fresh and exhilarating
adventuring. It can make advertising
more interesting, more believable,
more product ive.
"But it seems to me that when all
this is said, the big question — how to
appraise accurately the value of a giv-
en medium or ad — remains unan-
swered. One day a bright researcher
will discover that mail order testing
techniques can be adapted to finding
the answer, and then a truly depend-
able way for testing media and copy
will emerge."
Henry Schachte. senior ;./>.. Bryan
Houston. Inc.. \nr York: "This third
article on the psychology of media i».
I think, dangerous.
"You are presenting quantitative in-
terpretations of qualitative research.
Relatively few agencymen were inter-
\ iewed, and from this general and
rather damning — conclusions were
drawn.
"' I he agency business— like business
generally— is not a democracv . Ml
\otes do not have equal weight. It is
obviously wrong to give the same im-
portance to opinions about media, re-
gardless of their source. If the pur-
80
SPONSOR
fit {&
I
& M
\
WCCO Radio's emcee Bob DeHaven
stands 6' 2" and weighs 240 pounds.
Yet DeHaven is no Paul Bunyan.
No comparison?
Unless you compare 'em like this . . .
Bunyan only worked a 12-hour day.
DeHaven works from 7:15 a.m. to
11 p.m., doing 23 programs a week all
told. (Every one is first in its time
period!) Bunyan could be heard
several miles away when he shouted.
DeHaven is heard at least once
a week by more than a million differ-
ent people in WCCO's 109-county
primary area. Bunyan made quite
an impression on everyone he met.
DeHaven makes impressions on
people he never even met — total-
ling more than 6,000,000 listener
impressions a week! (Between
broadcasts, he does his best to meet
them all, by making personal appear-
ances throughout the Northwest.)
Adds up to this. No one compares
with Bob DeHaven when it comes to
making a good impression for your
product in the Northwest. He stands
in a class by himself.
Minneapolia-St. r«»/WCCO RADIO
Represented by CBS Radio Spot Stiles
!„.-. o\ ■• out .hi i. le, .1- seema the < a« •
i- i.. -Ii..u uli.ii reall) - ontrols media
buying, you must find the people
whose ip|iini"ii- .h lu.ilK decide media
problems .mil inten iew them.
- n. c the first p. ui oi tin- arti< le
presumes i" outline problems ami the
-i . ond part offei - solutions, perhaps
then tin- set ond pari offers solutions
to problems that • 1 • < t • i reall] exist.
* ~ ^ ••iii general conclusion seems to
be thai media hum i and cop) w i itei s,
ti lon'l base their thinking mi what
the product will <l" Eoi tli«' user.
"I < ontend that the) do, ami have
fm years, ami that it i- not a new
idea |u-t he< au>e \ ou now call it 'emo-
tional involvement.'
" fhis idea is at least as old a- John
Caples 1 first hook probabl) much
older.
"Some years ago Imn (ieoghegan
umte a hook on media I for Young &
Rubicam's interna] use), and the ver)
first idea In- expressed was approxi-
mately, -i I m working from mem-
ory: 'The basic fait that controls all
media selection is — how can we most
forciblj bring the promise of the prod-
uct to those most likely to buy?'
"I think you do advertising a dis-
service b) talking about the preoccu-
KWJJ
Chief of N. W. Independents
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National
Representative
BURN SMITH CO.. INC
I Oil S.W. 6th Ave.
PORTLAND 5, v
OREGON
lnd*p«nd#M
Radio Sigiied
pation oi agencj people with 'numbers
coverage ratings 1 without first ad-
mitting :
"1. That, before an) media work is
done, good advertising Btarts first with
research to find the strongest, the
broadest appeal justified b) the prod-
uct that will turn potential users into
actual u-ei-.
'"2. That the media assignment i- to
bring the strongest Btor) most effective.
l) and least expensivel) to the market,
whether it he the total present market
or the heaw u-ers or the infrequent
Users or the ne\ ei users.
"A. That, after basic media deci-
sions are made. BUch facts as dealer in-
fluence are \alid considerations when
regarded in proper perspective.
'"I am not pretending that media
buying i- perfect or unhiased.
"Hut I certain!) will never agree that
it's as dark as you make it.
"If it were as unreasoned and ill-
planned as you indicate, how could
advertising have become the most efli-
cient. most effective means yet devised
to move goods, as it has?
"So, please don't make media buv-
iiiii sound so haphazard — because it
IStl I.
Dr. Divltter's answer: D r . Dichter,
interviewed in his manorial offices atop
Prickly Pear Hill overlooking the Hud-
son River and the village of Croton.
said the response to the article "really
proves to me that we touched a vital
point in the professional life of the
respondents. "Apparently it was like
telling a man you've just completed a
study which showed that 95^5 of the
times the wife makes the major deci-
sions in the home. Of course hell
deny this."
\\ hen a person is suddenl) confront-
ed with a statement that affects him
personally, there are only two possible
reactions -and the agencymen re-
sponding have taken both, Dr. Dichter
said. These are:
1. To agree. In this case the major-
it) did agree- with some qualifica-
tions. 1 Quotes will follow later in the
article. 1
2. To "escape" or explain the find-
ing- aua\ .
*" I he Becure agencymen accept the
findings; the insecure one- show the
typical signs of escape," Dr. Dichter
said, rhese are to re-pond as follow-:
1. "'lour findings appl) to other-,
hut not to me."
2. "^our analysis is incorrect."
3. "1 <-s. but—."
"I am more likely to find offenders
(agencymen who use crutches in me-
dia buying) in that second or 'escap-
ist group than in the other," Dr. Dich-
tei -aid. "Our BUrve) showed that the
insecure media buver — and I'm speak-
ing of the decision-maker, not ju-t the
print or timebuyer — was the most
liked) io he using irrational techniques.
The) an- tin- one- ulio showered us
with success formulas and rigidlv
worked «.ut schedules Bupposedl) based
on their experience. The more the)
tried to impress us and themselves with
their rationality the more they re-
vealed their irrationality.
"The secure media buyer, we found,
wa- one who freelv admitted the neces-
-itv of flexibility, the need for reexam-
ination and the relative unpredictabil-
it\ of media decisions on a long-range
basis.
"Ever) good salesman knows that
the man who argues most Btrongl) that
he does everything systematically and
onl) from rational motives is usually
the true sucker.
"So the media man who argues for
cost-per- 1,000 and other similar con-
cepts is afraid to throw away his
crutches.
"Yet quantitati\e research has its
place in media evaluation, just as qual-
itative research does. I never for one
moment meant to impl) that you should
not concern yourself with cost per
reader or listener. It is one of the
factors that has to be put into the total
formula for media selection. But defi-
nitely it is not an 'either/or' relation-
ship. I Be psychological data and
quantitative data. Don't sa\ use one
or the other."
As for the general denial that the
influence of fear is widespread. Dr.
Dichter said :
"\\ hat most of the critics of our
finding- seem to be saying is this:
'How can Dr. Dichter say we are guid-
ed b) fear and irrational motives when
we know ver\ well we are rational in-
dividuals? 1 This simpl) flies in the
face of basic accepted psychological
facts, lor example: \ person keeps
forgetting something. ^ <>u ask him
wh) and he'll usually tell you: "I'm
just absent-minded." Yet the truth,
once you probe a bit. inav be some-
thing far deeper. I sually he forgets
because he wants to forget What some
■ Please turn to patie .">(> i
82
SPONSOR
>
\
\
YOU MIGHT RUN THE MITE IN 3 MINS., Jit SETS.*—
Bl T...
CONLAN RADIO REPORT
METROPOLITAN GRAND RAPIDS
NOVEMBER, 1953
Morning
Afternoon
Night
WJEF
29.6%
30.8%
33.1%
6
26.3
22.8
28.6
Others
44.1
46.4
28.3
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WJEF serves 116,870 radio homes in the Metropolitan Grand
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actually costs less than the next station, at any time — and
is CBS, too!
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KOLN-TV — LINCOLN. NEBRASKA
Associated with
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CBS RADIO FOR GRAND RAPIDS AND KENT COUNTY
Avery-Knodel, Inc., Exclusive National Representatives
John handy set this world's record in Finland, in June, 1954.
Hay 11 >
„ «, Mr. wn****" , ,. moving «** °^ the 32
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THE MAGAZINE RADIO AND TV ADVERTISERS USE
Ol ill' l.i ':• If- .Hi- SB) fog i-. '\\ e (lull I
mind oni bit hav ing oui advertising
• i lip i/iil.' ^ el w iilnii fi\<- minutes
the) are '>n ili<- defensive .in< I reje< 1 1 1 1 u.-
the < i it i« ism. \'«- ause thej feel the)
.11 i guided b) irrational lives,
the) .nunc thai oui -i u> I \ revealing
thai iii.iiin of ilicni are is wrong. \
simple example showing how mistaken
this reasoning can I"- is the following:
'" \-k someone to tell you about his
las) three i ai a< < idents and the avei -
person w ill dea i ibe them in such
.i u.i\ a- to put all tin- blame on the
i. lli- i Irlliiw . \\ hich man w ill readilv
admit thai In- bought a cai Onl) I c-
i an-.- Iii- w ili- liked the color? It's
like someone saying repeated!) he's not
jealous ami you lake hi- word fur it.
1 1 I wenl to I in » agenc) men making
isions ami asked them bluntl) whal
the) based these decisions on. 1()()
would ti-ll me: 'Sound research ami
thorough analysis ol tin- appeals "I
the product.' I -in- psychological
techniques, we have discovered differ-
entl) ."
\\ hiii about ilii- - i iticism that "ad-
vertising's ' urrent flirtation with mod-
ern psycholog) i- also a trend?"
Covet Cent™
Miuouti with
>m
Real ii iImv . t iiii.il Missouri mai
kn with 186, 12 I radio Families'
and a consumei income ol $698,-
■ in .i 1 1 1 ■ 1 1 % county,
foul i m . '_■ nn .in. i covered
I.N Kl \l
KFAL
Jt.il Sll.-i Mai .
900 KC • 1000 WATTS
"It- like saying thai advertising's
• on, nn uith people i- a passing trend.
\ll we psy< biologists an- -a\ ing i-. ' \tl-
vertising i- dealing with people. If
you want to find out bo\t to reach ami
move people, you have to find out what
make- people tit k. It i- not a trend.
It i- the filial discover) of the real
i --tin c <i| advertising which mam
genuine copywriters learned a long
time ago.
How aboul group decisions being
more rational'.''
"Groups tan I..- guided irrational!)
ton. I iii nut saying that everyone in
advertising who is influenced b) fear is
neurotic. This is a normal human re-
a< tion. It i- moil- normal lor a per-
-uii to want to protect himself than to
stick his neck out. You can almost
-a\ that the insecure person is the nor-
mal one: the person who reallv does
what In- wants to do and sticks his neck
out has to he unconventional.
"We're not talking about extremes.
I realize it is important for a media
man to make his media decisions on
an unbiased basis without considera-
tion for his job security. But that is
an ideal ami is verj difficult to reach.
Nobod) can afford the luxur\ of going
conipletelv contrary, if not to his own
ii rationalities, then to those of his
collaborators, particularly bis clients.
The Luxur) of integrity in the business
world is a rarity. You can count on
the fingers of one hand the agencies
which resigned accounts this past year
because the client absolutely refused to
accept their recommendations. The
agenc) which flies in the face of its
clients' prejudices — irrationalities —
will not long survive."'
Can an irrational factor like fear ac-
tually hurt radio and t\ ?
"j* es, in two ways:
"1. It perpetuates the media status
quo. \ir media are newer, harder to
use, intangible. The adman's fear
make- him want to deal with the old.
the easy and the tangible like news-
papers ami magazines.
"2. It perpetuates the program -ta-
in- quo ami results in the imitative
use ol radio ami television. Because
■ •I the high COSl of failure, the adman
often spends hi- time trying to cop)
the formal "I a successful -Inm — or
commercial instead of uncovering it-
basic appeals and creating an entire.)
new program w ith the same appeals."
FULTON, MISSOURI ' i '' 1 " "'*• aureed: \ m ong agenc)
executives who agreed with Dr. Dich-
ter and SPONSOB in whole or in part
wen- these eight who gave reasons oi
Bome explanation of how media deci-
sions were reached in their agencies:
/'resident. S'JO mi/lion <i(;<>tici/:
"I became aware, long a^o. that 1 1 1 >
own attitudes to media are prejudiced
b\ in\ own emotion-, conscious or un-
con-i ious. For example, I suffer from
oli-t ure emotional resistances to Sun-
da) supplements, to all Hearst publica-
tions, to billboards and to expensive
l\ -how-.
"I also suffei from obscure emotion-
al attractions to The New Yorker, the
\cn York Times and Life.
"As soon as I became aware of
these ii rational attitudes. I abdicated
iii) presidential prerogative to influ-
ence our agenc) - media plans. I trust
that oui Media Department is relative-
l\ rational in the formation of it-
politic- !
Leo Burnett, president, Leo Burnett
Co., Chicago: "\ am not silly enough
to argue Ernie Dichter's point-.
"\I\ own approach to advertising,
including media, is very simple. It
starts with an idea. If possible, it
should be an idea that will cause peo-
ple to talk over the back fence, which
is the lowest cost, most effective kind
of advertising.
" \fter getting an idea which most
closely approximates that high stand-
ard, one is forced to look at the budget.
The problem then becomes one of us-
ing the available funds to put it in the
places where it will multiply most
rapidly.
"Toward that end selection revolves
around experience, common sense.
facts, competitive forces, seasonal fac-
tors, merchandising values and other
things which are supposed to add up
to good judgment. '
Fairfax Iff. Cone, president. Foote.
Cone cv Belding, Chicago'. "1 don't
think 1 have anv disagreement with
Ii nest Dichter's findings on what
sometimes influences people in buy-
ing media.
"I am assuming thai when Ernest
-av- often, he means sometime-. \nd
that when In- -a\- agencymen, he
means advertising people generally.
"This i- m) w av ol -av ing that I
think vou mav have oversimplified.
"To be -inc. there i- a great deal
of tradition in the buying of media.
86
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J. B. Blayton Jr., General Manager
I
26 JULY 1954
87
I here are also fads and fan ies,
"Bui ii mosl ii ■<-• I i;i men .u<- any-
thing liki- cm own, the) are a prett)
objo live crew, \ i ■ • { it the) don t moi e
.1- rapidl) inn. nil new things .1- Bome
vendor- lliilik the) -hould. il in.iv just
be be< ause the) are a little bit like
othei professional people h ho don i
want to tak> chances n bethei this be
wiili other people's rights oi lives . . .
■ •I Fortunes.
"Perhaps I am jn-i getting "l<l and
-• 1. bul I ilimk the media people do a
prett] good job. Vs items, I give you
.mil hook and < oronet and tele-
\ 1-1..11 ! \l-t. 1. iiln. from u lull adver-
tisers in droves were diverting before
the ageni \ people brought them back.
Edward If. Welts, president, lleiss
& Getter, Chicago: "The reluctance "I
~< >iu. ■ advei tisers t" a< cepl the rela-
tivelj novel idea ol using motivation
resi an Ii .1- .1 pra< tical means of im-
proi 1 r 1 ■_■ advertising w ill be overcome,
we believe, as the realization spreads
that most advertising activities, when
reduced to essential-, can l>e defined
in terms "f human feelings.
'" I kit i- whj we have been alile to
successfully apply our knowledge of
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• OTHER SPORTING EVENTS AS THEY OCCUR
Sports mean LISTENERS. Listeners mean
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RelMfl J. Mclntoth, Gtnerol Manager
iimisintid IT
The Gtorgt P. Hollingbery Company
'%3
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Evansville, Indiana
human motivations beyond advertis-
ing cop) to activities once considered
1. 11 gelj ni'-< hanical, bu< Ii as media :
functional, Buch as packaging; -tati--
inal. -u< Ii as market analysis. We are
even experimenting with tin* use
motivation research in helping design
new products and new packaging, be-
■ ause the emotions and attitudes <>f
human beings are the real root ol
• .1. Ii ol these problems.
"Such resi arch could 1 ei tainl) not
achieve maximum usefulness were it
conducted bj professional social sci-
entists working alone with Little prac-
tical knowledge of advertising. Neither
could it be done li\ professional ad-
vertising people untrained in the
knowledge and use of motivation re-
search. In our own agency we have
learned to combine and fuse a real un-
derstanding of both advertising and
moli\ alinii research, thus creating a
new technique in which the total is
greater than the sum of the parts."
(Recently Weiss & Geller's motiva-
tion department made a 2,500-mile trip
through 11 cities in five states and
conducted 78 depth interviews with
retailers. Weiss says: "Over and over
again we found that pricing and -t\l-
ing of a line were not nearly so im-
portant to a retailer as his feelings
toward the manufacturer's representa-
tive who (ailed on him.")
James .»!. Cecil, president. Cecil &
Presbrey, New York: "I find Dr. Di< li-
ter's article provocative and interest-
in-. 1 think most old hands in ad-
vertising will agree that an imagina-
tive approach to media lun ing is high-
Is productive and that inefficiency
lurks in the adoption of a conventional
and traditional approach. Media buy-
ing can be creative and should be crea-
tive. The more creative the approach
the more productive the advertising,
whether it i- media hi copy we are
dealing with.
■"While Dr. Dichter stresses the in-
tangibles involved in media buying
and spotlights the weaknesses of a
timid approach, I am confident that
he does not mean thai the media buy-
ei should throw awa) the old yard-
sti< k- of |ih\-H al evaluation. I take it
that he recommend- broadening the
buyer's perspective b) encouraging
him lo disregard |iln-i(al measure-
ments oi Space buying when the |i-\-
chological factors in the situation en-
• ourage departure from tradition.'"
Stephens Dietz. , . f ,.. Hen at. Ogilvy,
Hen sun X- Milliter, \eu York: "The
value of this article is its highlighting
of the need lor men who have a total
approach to the problem of an account
rathei than specialists.
"This, I Bubmit, i-= a- much a prob-
lem in an agent j organization as it i-
in media evaluation. It i- the problem
■ •I ageni v organization to bring to bear
nn the problems of a client the brain
power of each individual group of spe-
cialists within the agency in such a
vvav that the specialists see the whole
i<>li and Btudj how best thej can help
to accomplish the whole job.
"In too man) agencies it is the prac-
tice for the job to be divided into
-mall pieces without letting the special-
i-l- <ee the whole job and without let-
ting them combine their talents and
ideas with those of specialists in other
departments in arriving at a recom-
mendation."
II « r ion Hurpvr Jr.. president, Mc-
Cann-Erickson, New York: "I found
your last piece 1 Part III of 'Psvchol-
ogj of Media' 1 most fascinating, prob-
ahlv for the -ame reason that anv pa-
tient is interested by a clinical diag-
nosis of his own behavior. It- eas)
for us in advertising to become pre-
occupied with consumer motivation- to
the point of neglecting our own. Di< li-
ter's observations are extremely pene-
trating, though they're put in the form
ol generalizations which a lot of peo-
ple won't -wallow as applicable for
their own particular case.
'"There are certainly many fortui-
tous and accidental factors which
shape advertising derisions apart from
the rulebook, and even part from un-
conscious motivations like fear or in-
-( 1 in itv . To the extent that we r»
ni/e the existence of these non-rational
influences on our own thinking. I think
il becomes more nearly possible for
us t" select media objectively and
w iselj ."
I. I.'. Cole, president, ('ale and Web-
er. Portland. Ore.: "In my opinion this
i- one of the best 1 of the media arti-
( le- 1 . even though it will leave room
for differences of opinion and argu-
ments.
"There i- much thought-provoking
material here and if we want to he
honest with ourselves- considerable
truth." * * *
SPONSOR
A
realistic
a
tpproach
to radio
advertising
Let's be realistic — you, as a time buyer or advertiser, have a perfect
right to question the selling power of radio in any market. Let's be
equally realistic about proof of selling power of any medium. Posi-
tive proof is difficult to obtain. Too often variables outside the ad-
vertising structure affect the sale of the advertised product.
We believe, however, that at WSM we have an indication of the
effectiveness of WSM radio that pinpoints selling results in an unusual
way.
WSM is not a mail-order specialty station. There are few mail order
accounts which can meet our specifications. However, we. know that
in the mail order field, as in no other, sales results are quickly and
directly measured.
Thus our interest in the latest figures from Noble-Dury & Associates,
advertising agency for the Carter Chickery of Eldorado, Illinois. For
nineteen consecutive years Carter Chickery has been a successful WSM
advertiser with a live Saturday night program featuring Grand Ole
Opry talent. Has radio paid off in direct sales in 1954? "Using no
advertising but our WSM program Mr. Carter has sold over two
million baby chicks priced as high as $43.9") per hundred this season,"
reports Noble-Dury. "This is the second biggest year in Mr. Carter's
history, exceeded only by 1943."
Being realistic — radio continues to be the great mass selling medium
in this Southern market.
And vvSjSiY, as always, ranks
NASHVILLE t CLEAR CHANNEL* 5 0.0 00 WATTS
26 JULY 1954 89
#
ROTISSERIES ON AIR
i ( ontinued ti<>m pa ■ I i
I \ . 2:00-2:30 p.m. w ross-the-board;
Susan Adams Kitchen Fare, WABD,
Wednesdays and Fridays, 1 1 :30-12:00
noon; news* asts bj Vrthur \ an Hoi ti,
\\ \i;t l\. I I :00-l I :10 p.m., a< ross-
die-board; The Ted Steele Show,
\\ PI \. I uesdays, W ednesdays and
I ii.l , - I i5 »:00 p.m.
Steinbook told sponsoh thai Broil-
(jink sales in 195 1 were better than
double the L952 gross, thai i- v l<» mil-
I in 1953, despite increased < om-
petition. Broil-Quik's distribution pat-
tern furthei reflei i- the growth of the
firm. In L95 1 Peerless Ele< trie sold
its Broil-Quik mainl) in eight majoi
cities. Bj spring L954 distribution bad
enlarged to ei pass over 10 majoi
and secondary markets.
\i this time Broil-Quik fell thai it
was read} foi a more national adver-
tising effort. In \|n N Hicks & • Jreisl
was appointed as its new agencj .
"Now the time bas i ome foi network
tv," Max Steinbook told sponsor.
In spring 1954 Broil-Quik (through
1 1 M k- & ( Jreisl i decided to buj into
NBC TVs Home, with \rlene Francis
to sell tin- broilers. Originally, Broil-
MEMO TO MEDIA
BUYERS:
Vi'RBL Radio and WRBL-TV
art' the ONLY media in
Columbus with "AREA IM-
PACT"!
The only means of delivering
your clients' messages to 92' r
of ALL homes by radio and
to 50 ( "( of ALL homes by tele-
vision . . . and, at lowest cost-
per-thousand.
WRBL AREA is IMPOR-
TANT in the Southeast!
Population 6*6,000
Families 150,000
Radio Homes I 58,000
Car Radios 82,000
TV Homes 74,000
Retail Sales (000) $360,500
E.B. Income (000) #670,000
f MV/0
COL UMBOS', GEO WG/A
CALL -HOLL/N&3E72Y
Quik was -' beduled to go on Home
earl) in Bpring, bul the Vrmy-Mc-
i .ii ili\ hearings delayed the firm's
network t\ debut. \- June rolled
around, l'i k Scanlon, Broil-Quik a/e,
began to worry about the drop in
Home viewers because "I the Senate
bearings and network plans were post-
poned until I. ill. Broil-Quik will be
on the Home show once a week for
eight weeks starting 16 September.
Peerless Electric plan- t<> spend
about 12.3 million in 1954 advertising.
Most ul the increased budget is sched-
uled for spot t\ program buys in 20
markets with emphasis on New ^ ork.
In New ^ ork Peerless Electric has add-
ed a half-hour film show on \\ \BI)
to it- lineup: Life with Elizabeth, Mon-
days and Fridays, 8:30-9:00 p.m.
Max Steinbook i- a relative newcom-
er in the electrical appliance field. He
gol into the broiler business in 1950
when his lather. Isaac Steinbook. de-
cided to turn bis somewhat dormant
electrical heater business into a factory
producing infra-red appliances. By
year's end it became apparent that
Isaac Steinbook had made a money-
makiniz derision. Max Steinbook aban-
doned his photography business and
came into the Broil-Quik business as
president.
Rote-Broil was introduced in 1950
bj the Roto-Broil Corp. of America.
The firm s advertising effort, however.
began when the account appointed
Products Services as it- agency in Feb-
ruary 1953. Both Albert Klinghoffer,
president of Roto-Broil, and Les Per-
-k\. agencj president and account ex-
ecutive, agreed to put 85^ of Roto-
Broil's 8450,000 ad budget for L953
into t\.
This decision resulted from Roto-
Broil's successful debut on WNBT,
\ew York, in February 1953. Roto-
Broil's firsl t\ effort, like much of the
firm - subsequent t\ advertising, was a
mail-order pitch. \ $1,400 weekl) ex-
penditure gave Roto-Broil nine an-
nouncements per movie in Continuous
Performance, Saturdays 2:00-5:00
p.m. Phone ■ alls to the station and to
department -tore- as a result of this
t\ participation convinced Roto-Broil
of the selling power of tv. B\ summer,
the firm tallied 1,000 phone calls a
week in New York alone.
In Vugusl 1953 Roto-Broil was
read} to increase its t\ expenditure-.
Products Services produced a -how for
Roto-Broil, Roto Magician, which was
original]) done live on WJPIX, but
paid oil -o well for the firm that it
was then filmed for use on many sta-
tion-. I In- 15-ininute cooking pro-
gram contains a demonstration of a
series of re< ipes that can be prepared
on a rotis-erie. Koto-Broil i- < on-tant-
l\ on camera. The film stars Lestei
Morris, a chubby, energetic former
pitchman, who i- dressed like a chef;
he plays the part of a man who cooks
a- a hobby.
During each of a series of 39 Roto
Magician films Lester Morris discusses
\arious recipes for entire meal- and
proceeds to prepare them on the Roto-
BroiL
Some two and a half minute- of the
show are devoted to a straight com-
mercial pitch a hard— ell message
driven home b\ Lester Morris. Here's
how ii closes :
"All you d" i- < all for a free 10-
i!a\ home trial of the wonderful Roto-
Broil Custom '400' complete with all
the handsome feature- you've Been.
If you order now well see to it that a
leading store in your area will deliver
your Roto-Broil '400' riidil away."
Roto-Broil's pluL' of the local re-
tailer, rather than a continuation of
their previous mail-order pitch is part
of their attempt to expand and solidif)
their distribution.
This hard-sell approach paid oil in
dollars and cents for Koto-Broil. Said
Les Perskv. president of Products Ser-
vices: "'Within a year Koto-Broil went
from fifth place in national sales to
number one spot."'
(Broil-Quik concedes Roto-Broil's
supremacy in New ^ ork City only;
claims number one spot in national
sales. I
The Roto Magician show was put on
\\ BIX. New \ ork, on a te-t basis, once
a week 7:15-7:30 p.m. in August 1053.
Within two week-, the agenc) sched-
uled the -how across-the-board. So
satisfied was the sponsor with the -ale-
results <>f this program that Roto Ma-
gician ran on four New ^ ork t\ sta-
tions i WNBT. WIMY W MID. W VBi
TV) as well as in 33 other market-.
Roto-Broil'- summer air schedule
consists of a minimum of one 15-min-
ute show a week on each of the fol-
lowing stations: WTTV, Bloomington;
WBZ-TV, WTAO-TV, Boston; WICC
TV, Bridgeport; W VYS-TV, Charlotte.
N. C; WKRC-TV, Ch* innati; W NBK
Cleveland; WCOS-TV, Columbia. S.
SPONSOR
ASK
YOUR
NATIONAL
REPRESENTATIVE
You're on the verge of a decision, and a problem.
What business papers to pick for your station promotion?
It's no problem to kiss off, for your choice can have a telling
effect on your national spot income.
But where to get the facts!
The answer is simple. Ask your national representative.
He knows. His salesmen get around. They learn which business
papers are appreciated, read and discussed by buyers of broadcast time.
His is an expert opinion. Don't overlook your national representative.
SPONSOR
The magazine radio and tv advertisers use
CBS
IN THE LAND
GREEN BAY
5,000 WATTS
COMPLETE BROADCASTING
INSTITUTION IN
f\u/t/nonci
WMBG
WCOD
WTVR
-AM
-FM
-TV
First Stations of Virginia
WTVR Blair TV Inc.
WMBG Ths Bol|in 9 Co
( : \\ T\ Y Columbus; WIAV-I), Dav-
ton; WJBK-TV, Detroit; W I T\ . Du-
lull.: KABC-TV, Loa Vngeles; KSTP-
l\. Minneapolis; KMPT, Oklahoma
City; KOMO-TV, Seattle; WRGB,
Schenectady; \\ SPD I \ . Toledo;
\\M\I.T\. Washington, D.C.; WSJS-
I \ . \\ inston-Salem.
In sonic instances the agency ran
into resistance to the film from tv -ta-
tions which objected to Roto-Broil's
application of the ''Charles Antell"
formula— the program-long pitch for a
iuu.hu!. Howe\er, -aid Products Ser-
vices executives, this objection oc-
< lined rarelj and usuall) onlj incases
where a station's lime was virtually
complete!) sold and the station pre-
ferred to sell participations in its own
local cooking show.
RotO-Broil's t\ effort — the Roto Ma-
gician show as well as live and film
commercials — took some 85% of the
firm's 1953 budget. To supplement
this tv effort in New York throughout
the \car Roto-Broil participates in Bar-
i\ Cray's nightlv radio newscasts over
W MCA.
New York has been traditionally the
most important market for electrical
home appliances. It was natural, there-
fore, that the two most aggressive ro-
tisserie manufacturers spent the bulk
of their effort and money on becoming
established in the New York market
first of all.
Prior to the development of thebroil-
er-rotisserie, table model broilers that
cook food through infra-red heating
coils were being sold in the L.S. These
had been on the market since the late
Thirties, and here, too, the bulk of
sales came out of New York.
In 1946 Rotiss-O-Mat introduced a
larger broiler for institutional use in
restaurants and luncheonettes. This
broiler was the first to feature a rotis-
serie. By 1950 and 1951 several man-
ufacturers had added these larger oven-
type broilers to their line and in 1952
these units outsold the old-fashioned
table models by 10 to one.
In 1952 some manufacturers added
mli-series to their table broilers, rais-
ing the retail price of these unil< bv
2 >' - over the previous year's model.
These broiler-rotisseries accounted for
the greatest portion of 1953 broiler
sales.
Products Sen u es found earl) in
L953 that a substantial segment of the
rotisserie market can be reached with
independent radio stations like \VO\R.
which program classical music. The
agency is currently introducing its ra-
dio formula, successfully tested in New
York, into other markets. Although
The Roto Magician film has helped
Bell M-iNseries as a necessity. Products
Services doe- not want to overlook the
significant portion of the population
who <an afford rotisseries as the lux-
urj item that it essentially is. Also
aimed at this class of audience is Roto-
Broil- sponsorship of The Steve Allen
Show, WNBT. Mondays, 1 1 :20-mid-
night
According to store executives, Roto-
Broil's air advertising has tremendous-
ly increased store traffic as well as de-
mand for the rotisserie by its brand
name. Among stores that reported a
big increase in business are Outlet
Store in Providence, R. I.; Snellen-
berg's and Litt Bros, in Philadelphia;
People's Outfitters in Detroit: Jordan
Marsh in Boston and Macy's in New
York.
As the end of 1953 came closer,
Peerless Electric began to realize that
Roto-Broil was rapidly becoming a
major contender for number one place
in sales. Roto-Broil"s distribution was
still concentrated in eight markets.
Broil-Quik determined to throw its
weight into New York City to beat
Roto-Broil in the most important elec-
trical appliance market.
Besides a stepped-up schedule, Broil-
Quik further fought competition bv in-
troducing an improved unit (retailing
at $85.95). The price was recently
lowered to $79.95. This Ravmond
Loewy-styled "Broil-Quik Super Chef*
is scheduled to receive the bulk of 1954
advertising support.
The unit includes a "Bake-O-Matie"
electric tray, a "Pop-O-Matic" corn
popper and two ""Fr\ -Squares'" to fry
eggs. A heavy 30-day newspaper cam-
paign started end of Ma\ to launch
tbis higher-priced unit in New York.
Beginning 4 June the unit was also ad-
vertised via 230 10-second tv an-
nouncements o\er WNBT during
three-week period.
Before introducing it. however,
Peerle-s f'.le< trie cleared out its inven-
tor) 1>\ putting it- ""Broil-Quik Robot
Chef." a $59.95 unit, on the New Y>rk
market in greater quantities than ever
before. Since the Broil-Quik Robot
Chef was available to discount houses,
the price on this unit began to drop.
This move was countered with further
price cuts bv Roto-Broil. which de-
92
SPONSOR
rived close to (><>'< of its 1953 sales
from the New York market. What fol-
lowed was a price war which lasted
through April, and which was deep-
ened hy the already -existing problem
of discount houses in the New York
area.
Had this price war been waged in
a declining market, both manufacturers
could have been permanently hurt by
it. However, three factors contributed
toward ending the trend: (1) The de-
mand for rotisseries kept rising under
the pressure of intensified tv advertis-
ing on the part of both major rotis-
serie manufacturers. (2) The price
war was waged in New York City, did
not spread to other markets and could
therefore be controlled. (3) Discount
houses, which tend to intensify any
price cutting, are strongest in the New
York metropolitan area. Both manu-
facturers claim to be fair traders and
say that they limit distribution to out-
lets that abide by the nationally set
price.
Roto-Broil Corp. of America con-
tinued to push distribution in all ma-
jor U.S. markets with spot tv program
buys and participations.
Since spring 1954 Roto-Broil has al-
so been pushing distribution into 50
smaller markets, forging distribution
with its spot tv program buys. The
pattern for forging distribution is usu-
ally the following: Live demonstrations
in department stores and major home
appliance stores, followed by heavy tv
advertising. These in-store demonstra-
tions generally tie in with the tv pro-
graming — in fact, Lester Morris often
appears himself in these stores to show
various uses of Roto-Broil.
That his salesmanship is effective
can be seen from just one write-in re-
sult: In fall 1953 Roto-Broil had put
out its own cook book to promote
cooking with a rotisserie. This book
retailed at $1 and was sold at the vari-
ous stores that sell Roto-Broil. Roto-
Broil advertised this cook book with
announcements in the Roto Magician
show on WPIX in October 1953. The
announcement produced 30,000 written
requests for the book. To date 130.000
copies have been sold.
Other rotisserie manufacturers have
not advertised as aggressively as the
two relative newcomers, Roto-Broil
and Broil-Quik. However, the consen-
sus among their ad managers points to
greater use of the air media within a
vear's time.
>f<i rfiiu Mfg. Co., makers of Black
bigus Kiti-series, have been making
broilers Eor the past 15 years. The
firm claims national distribution. In
April 1954 they appointed Harold
Mitchell Co. agency for Black Angus.
No definite plans have been formu-
lated for Black Angus to date, but it
is certain that New York will be the
target of the first heavy advertising
onslaught. Tv is scheduled to get the
predominant chunk of Black Angus'
approximate $200,000 budget for 1954,
though the agency hopes to use radio
as well for greater brand name identi-
fication.
Dormeyer Co. advertises its rotis-
series as one of its many electrical ap-
pliances through John W. Shaw agency
in Chicago. This firm, too, claims na-
tional distribution, but Dormeyer's
New York sales manager says that the
firm is strongest in small-town markets
rather than metropolitan areas like
New York City.
In 1953 close to three-quarters of
the firm's $1 million advertising bud-
get for its complete line of electrical
products went into newspapers. Dor-
meyer is onlj a sporadic user "I spot
radio and t\ announcements.
Rotiss-O-Mai Corp. introduced its
Koliss-()-\lal in New York through the
Getschal Co. approximately eight years
ago. Without great advertising expen-
diture this rotisserie gained wide dis-
tribution, becoming strongest on the
West Coast. However, with the entry
of the two more aggressive competitors
into the rotisserie field. Rotiss-O-Mat
began usinu spot tv announcements. In
1953 the firm increased its ad budget
by 50% over 1952. Despite this ef-
fort, says Rotiss-O-Mat ad manager,
sales did not hold up against heavy-
spending Broil-Quik and Roto-Broil.
Rotiss-O-Mat's advertising plans for
1954 are not yet fully formulated.
There are six other manufacturers
who make broilers and rotisseries.
These, however, have regional or more
limited distribution than the five men-
tioned above.
As for the two giants in the field,
there's one thing that Roto-Broil and
Broil-Quik agree upon : Broilers were
a relatively dormant industry until tv
demonstrations popularized rotisserie
cooking. • • •
IN SINCERE APPRECIATION
to
THE ART DIRECTORS CLUB
for
AWARD FOR DISTINCTIVE MERIT
MICKEY SCHWARZ
director of
"Bather Narrator 11 — Ivory Soap Commercial
for Procter & Gamble Company — Compton
Advertising, Inc.
Onlv "live" filmed commercial to win the 1954 award!
26 JULY 1954
93
HAROLD STORM
RESIGNS
KMBC-KFRM-KMBC-TV
Harold Storm, veteran radio
and tele\ ision department head
has resigned bis position as
Dire toj "I Promotion, K\ll'>i
Kl RM-KMBt l\ ol Kansas
( ii\ . Storm i- seeking .1 new
iei linn.
In addition t" a background
of 1 1 years "I radio and >'<
j ears ol teleA ision, Storm ha-
had excellent business experi-
ence. Pi 101 t" entering radio
Fulltime in 1940, he was di-
ir, t.u ol radio and assistant
advertising manager for a chain
of gro< 11 \ stores. 1 le has had
experience also a- an assistant
iralli* manager and a- credit
manager for l«.tli wholesale
and retail credits.
Station experience includes
\\\ \\. Yankton. S. I).. KSO
and KRNT, Des Moines, WOW
and WOW-TV, Omaha, KFAB,
Omaha and KMBC-KFRM-
KMBC-TV, Kansas City. Well
versed in all radio and tele-
vision sales, promotion, pro-
gram and managerial problems.
Stoi in i- seeking a position
that w ill full\ utilize his talents
and experii nee. He is 13 vears
old. He is stead) and moder-
ate in all things. He and Mrs.
Stoi in have a son and a
daughter. Moth the young
people are in college. Mr.
Stoi hi i- an expert at sales pres-
entations, publicity and ad-
vertising. He has produced
several industrial and docu-
utar\ 61ms
Vmong 1953 a iplishments
were ten naiion.il awards foi
k\ll!< Storm is also expei i-
<-n< ed in publication work and
was rei entlv named "Editor ol
the ^ ear" l>\ the Kansas ( i|\
Industrial Editors.
Storm can be reached m 5635
Lot ust, Kansas < n\ 10, \fo.
Telephone J ickson I -I '< or bj
11 I lllim 1 ill r nl
SPONSOR.
40 E. 49 St., New York 17
CAN UHFSELL?
I ( ontinued from page 13 i
qualit) and ratings, and as the numbei
ol t\ Bets in the I ,S. increased, these
-l<.t~ became the envj of other adver-
tisers. I lif operators feel that a new
pioneering < ycle is in operation <>n uhf
outlet-. \lread\ advertisers like \n-< ,,
i films i . Fritos > a corn snack i and
Mogen David Wine are moving in on
what i- like|\ to be a -erie- ol well-
rated uhf spot pei iod-.
• Syndicated film advertisers who
spot their t\ film -how- in a numbei
ol markets. V- film advertisers are
full\ aware, network- have lately been
striving to recapture more and more
"station option"' time in which to aii
late-night and afternoon network pro-
grams. Ill i ~ puts the squeeze on \hl
stations in main areas. W ith more
available time in main cases than a
competing \hf outlet, uhf stations are
in a position to offer some prime half-
hour evening time slots to multi-mar-
ket film advertisers — and will guaran-
tee the -lot for at lea>t a \ear and tin-
rate for at least six months.
Meanwhile as a reminder that uhf
stations perform like other tv stations
— that is. the) can sell merchandise
and services successfully — SPONSOB
presents several uhf t\ success stories.
These reports were gathered as part of
a SPONSOR surve) of the 122 uhf out-
lets now on the air.
\. linen will note the wide \ariet\
of both advertised products and air
advertising vehicles.
Wilkes-Barre, Pa. [WBRE-TV, Ch,
28 I : One of the most common faults
admen like to find with uhf televi-ioii
is usuall) -tated as "uhf doesn't reach
out as far as \hf and can't real!) do a
job." This, however, doesn't take into
account the fact that the FCC has
granted uhf stations higher power to
push the signal out to limits that re-
semble vhf. WBRE-TV, for instance,
has in-tailed a L2.5 kw. transmitter
which gives the station (because ol
antenna design I an effective radiated
power of 225,000 watt- and a signal
out to about To miles. The station
reaches over 1.57,000 t\ families.
Uthough WBRE-TV carries almost
all ol the NBC I \ i ommerx ial network
shows, it also produces main well-rat-
ed shows for -pot advertisers. One
such show i- Sews Review, sponsored
bv Motor I win-, a local lord dealer.
I he program < osts v l 18 week!) . in-
eluding time, talent and production.
Said Russell W. Frantz, president of
the auto firm :
"Motor Tu ins \<-ns Revieu has
never failed to produce tangible sale-
results usual!) the da) after the tele-
cast and. in -ome instances, the re-
Bults have been amazing. Recently the
sale of 32 used cars was <lire< tl\ trace-
able to one Sunda) evening telecast.
\lan\ customers have come from dis-
tant point- which we do not normallv
sei ve.
"Franklin Coslett's handling of the
news and our advertising messages has
been 'big league" all the way. Our
customers ha\e told u-. time and time
again, that the) were attracted to u-
b) his sincerity ((interning us. Our
salesmen swear b) him as a producer
of lead- that are easilv converted into
customers."
Fresno, Cal. (KJEO-Tl . Ch. 47) :
llii- central California market is a
competitive market- but it's all uhf.
Two other station-. KBID-TV i Ch.
53) and KMJ-T\ (Ch. 24) serve be-
tween 85,000 and 123.000 tv home-,
depending on the station's power. In
such an area, uhf is the only major
source of tv; there is reall) no prob-
lem of "conversion."
Sales results are what you'd expect
in a new tv area — striking.
On 3 May 1954, for instance, a real
estate development named Highland
Village bought uhf tv to promote a
new Fresno subdivision. Fir>t com-
mercial went on the air in the 2:30
p.m. to 4:00 p.m. Del Gore show on
KJEO-TV. 1!\ the following morning
Tom Roberts, general manager of the
subdivision, called the station to re-
port that the single commercial had
sold three $9,000 homes directly. To-
tal cost of the announcement on the
uhf outlet: $31. This was a return on
the advertiser- investment of around
000 to one.
Portland ', Ore. {KPTl . Ch. 27':
Portland, hub of the nation's wealths
Northwest section (apples, salmon.
lumber, mining and so on), was the
country's first post-freeze uhf market
and as such has closer) been watched
b) everyone from agencymen to t\
manufacturers.
Portland is also proof of another
fact: You can't make -nap judgments
about intermixed market- particular*
l\ if uhf gets on the air before \hf out-
let-. Two stations serve Portland to-
d.n KPTV, a uhf outlet, and KOIN-
94
SPONSOR
i
TV, a \hf station. KPT\ went on
first. Results: Since the station had a
head start in which to line up spot
and network business, 100% of the
sets in the Ki' I \ market are equipped
to get both vhf and uhf. The two sta-
tions therefore compete on an equal
basis, each airing about half the top
network shows.
Reported Russell K. Olsen. manager
of KPTV:
"According to our most recent anal-
ysis, our station has considerably
more total dollar volume of business
than the vhf station in Portland. Our
local volume, our analysis showed, is
more than twice as much as the local
volume on the vhf station. This is sig-
nificant because it shows the strong
acceptance of uhf by the local people
who know the situation best. Our na-
tional business lags somewhat behind
that of the vhf station, probably due
mostly to the adverse publicity that uhf
has been getting nationally. However,
national sponsors are gradually begin-
ning to realize that Portland is the
outstanding uhf exception."
Saginaw-Bay City, Mich. [WKNX-
TV, Ch. 57 ) : Like Portland, Ore., the
Saginaw area of Michigan I the state's
fourth largest population area) is now
an intermixed market, but the uhf sta-
tion had a head start and is holding
its own against newcomer WNEM-TV,
a vhf outlet. According to the station,
there are some 100,000 uhf-equipped
homes in the WKNX-TV area. In the
near future, the station expects to go
from its present ERP rating of 19.000
watts to 207.000 watts, thus intensify-
ing and expanding its signal.
Among WKNX-TV's success stories
is this one for the John Schmelzer Fur-
niture company (see photo page 42).
Late in April, the firm contracted for
three one-minute announcements fea-
turing a stock of "television swivel
rockers." A live announcement, pro-
duced by the station, was used. Re-
sult: with the first announcement the
entire stock of 24 rockers was sold
($59.50 each I and an additional dozen
rockers for $79.50 each were also sold.
Thus, for an investment of $86.34 the
store sold $2,364 worth of merchan-
dise. Sales cost: about 3% of the
total sales return. The sponsor had
to shift his other two announcements
to one-minute films featuring Simmons
Mattresses, which in turn again boost-
ed product sales. At this time, the
market was intermixed between vhf
26 JULY 1954
and uhf.
\i andthei time, also after the vhi
Station started, a local auto dealer
boughl a live show Featuring local
amateur and semi-pro talent. Last Jan-
uary, the first program in the series
produced 3,800 letters a- part of the
voting (it later rose to 7.000 weekly I.
On the second program, the sponsor
advertised five useil cars, even though
it was the height of winter. Three
hours later, all five cars were sold and
bv the following morning two new cars
were sold as well.
West Palm Beach. Flu. [W1RK-TV,
Ch. 21) : This famous resort market is
still a uhf-only area, although a vhl
station is expected soon and some
fringe vhf reception comes into the
area. Station Manager Arthur L. Gra\ .
however, is confident about the out-
let's future. He told sponsor:
"Channel Two through 82 is televi-
sion. It should not be separated by the
trade into a giant and little brother.
Some operators opened a uhf tv sta-
tion as if they wanted to go into com-
petition with WNBT, not like a sound
business. If some operator wants to
open a tv station as a majestic symbol
to his ego, that's fine — but don't holler
when the dough coming in imi t equal
in the dough going out.
Typical ol the local success stories
enjoyed l>\ the station is that of ll"l-
ness Motors, a local Ford dealer, who
recentlj told the station :
"We contracted for a spol on youi
opening night w itli a certain amount ol
misgiving. However, from the tele-
phone calls and personal contacts that
we made as a result of that spot, we
aie happy to be in a position to con-
tract for spot announcements thai will
run for the next year. This advertising
medium has opened a new potential
with us for customers. Keep up the
good work."
Pittsburgh, Pa. {WKJF-TV, Ch.
53) : This important Industrial me-
tropolis, home of Gulf Oil, Westing-
house and U. S. Steel, has long been a
problem market for tv advertisers. The
one vhf station on the air. Du Mont-
owned WDTV, has been jammed with
network shows for several years. But
two uhf outlets, WKJF-TV and WENS,
have recently been a factor in creating
new competition in this area.
WKJF-TV, however, recently sus-
pended tv operations (although it did
not return its c.p. to the FCC I . Rea-
WORDS TO THE WISE
MICKEY SCHWARZ, president of A.T.V. Film
Productions, has been assigned by Compton
Advertising, Inc., — for the Second year
— to produce and direct Procter &
Gambles "Fireside Theater" formats
and commercials, featuring screen star
Gene Raymond, for the 1954-55 season.
A. T. V. FILM PRODUCTIONS, INC.
1600 Broadway • New York 19, N. Y. • Circle 7-6434
"Creative Motion Pictures for Television"
95
son: nol enough advertising —ti|»j.«»i t
tn. in eithei network "i Bpol advertis-
Most sponsors, it appeared, pre-
t,i red i" ■ i owd "ni" the lo» .il \ lil "in-
let Bomewhere rather than take .1
- hance on uhf, even though the < on-
version rate was ovei 10' in .1 mil-
lion-tv*home area.
Not thai \\ K II I \ didn'l | Iu< e
results. It did. I lere i- ;i i\ pica! local
-hi . •
Pi mi Baking < !o., w hich 1 una a
chain "I eight stores, bought three 15-
minute segments on the locall) pro-
duced Ernie \eff show, which fea-
tured organist Neff playing request
numbers. Vftei the se< ond set "I three
segments, the owner of the Perm llak-
ing chain reported that his business
had doubled, with man) people dail)
asking F01 I 1 nie Neff specials.
Sacramento, Col. (KCCC-TV, Ch.
10): Operating in a uhf-onl) market,
K( ( C-T\ - genera] manager, \-hle\
L. Robison, told SPONSOR of these lo-
cal-level sua esses:
Mogen David Wine This national
spot advertise] uses the Dollar A Sec-
ond show in Sacramento. The local
disti ibutor reported that after three
months on the aii sales had increased
ovei the Novembei I •>• ember-
Januarj level ol the pre^ ious war.
.--kin Deep In Bix weeks, ilii- new
beaut) product obtained ovei 90^5 dis-
ti ibution in tin- k(!C(!-'l \ coverage
ana ami some $5,000 in -ales.
kiii Inn Fresh Potato Chips Spon-
sors of the locall) produced iWj.nm and
SiSi program and using no other ad-
vertising, this firm in a few weeks ex-
tended its deliver) routes and added
two additional 1 1 inks as a result of
t\ -indu< ed sales.
The station i- affiliated with all four
t\ networks on a per-program basis.
• • •
STATE FARM
(Continued from page 35 1
agenc) lone b) supporting its sales
efforts.
3. To obtain new sales by acquaint-
ing prospective members with State
Farm and its advantages.
Previous to February 10.">] 1 when
the firm started in radio I. State Farm
used onl\ magazines, headed by Life
and Time and including science and
farm publications. Feeling that its
print schedule needed some supple-
menting and that it would also like
to get it> message across with greater
urgenc) and frequency than the mag-
azines allowed, the firm turned to net-
work radio. This air medium was at-
tractive because it not only offered
the opportunit) to reach a large audi-
ence but it also allowed the flexibilit)
of "dealer cut-ins." The local State
Farm agent could break into the net-
work commercial and <:i\e his name.
address and phone number. Since
Stale farm operates through its local
agents, this would naturall) be of in-
estimable value.
So in Februar) lo.~>] State Farm
began sponsorship of Cecil Brown on
Mutual on a once-a-week basis. The
firm's total ad budget then was $450,-
000, with approximatel) $200,000 go-
ing for the radio effort.
In December 1951, Cecil Brown was
expanded to twice a week 1 ti\ e min-
utes per show I. I hi- 1 ontinued till
March 1954 when the Saturda) night
Brown -how was supplanted with a
10-minute sportscasl b) Jack Brick-
house. I he Brown show on Sunda)
was also expanded to I" minute-.
In sponsoring a commentator like
Brown. Mate Farm i- aware that he
will often express controversial views
and that it- sponsorship might be
construed as tacit endorsement The
company, however, look- on the edi-
torial portion of the program as al-
ino-i separate from the commercial a-
pect; it states that it i- buying an au-
dience, not Brown's views, and that
it- 011K endorsement of Brown i- its
approval ol the size audience he makes
available for the firm's commercial
message. "We don't presume to have
an) deep-down philosophy on this sub-
ject," says Bischoff, "and feel that it's
a problem for the network- and broad-
casters in general to re-ol\e."
The company tries to coordinate
and retain a basic identit) in both the
air and print efforts. Currently, the
cop) theme i- centered around careful
driving. Print ads appear in Life,
I ' imr. Popular Science, Popular Me-
chanics, Farm Journal. Successful
Fanning and about a half dozen other
farm publication-.
Radio pluu- are delivered bj an-
nouncer Ted \Ialle\ on the Brown
-how. Ii\ Jack Brickhouse himself on
his program. Here i- a typical com-
mercial b\ Brickhouse:
Do you think your auto insurance
cost is too high? Would you like to
cut it down cut it down perhaps as
much a.s 10', without cutting down
benefits? Well, if you're the fond of
driver who's careful, uses good jmlg-
rneut and common sense when behind
the wheel, it should be easy for \<>u to
do. For it should be easy for you to
qualify for membership with State
Farm Mutual the famous "careful
driver insurance company"
The cost of State Farm insurance is
loner than the cost of ordinary auto
insurance — in many areas as much as
|i»', lower — because State Farm de-
liberately aims to insure careful driv-
ers only. This holds accident costs to
a minimum. For full details includ-
ing the exact amount you can save il
you qualify ior membership, talk to
any one of State Farm's 7.000 agents.
There's no obligation, of course. Ami
I'll be back at the end of the program
to tell you hou to contact the agent
nearest \ou.
At the end of the program, local
agents are identified on individual sta-
tions.
State Farm has made use of this lo-
cal cut-in in another way. When states
were passing safety responsibilit) laws
96
SPONSOR
t.bl'
ol Con<«
r* »'» ,-)M
•F""""",.
TELECASTING
Newly Published .
for Everyday Use
The Industry's Acknowledged Reference Guide
Fall 1954 TV Factbook
Semi-annual Edifion of July 15, 1954 (400-pp.)
Contains more than 50 directories, in one
convenient volume, giving you the precise
information you need, quickly, accurately,
and completely . . . saving you countless
hours of valuable time.
TELEVISION STATION DIRECTORY
Rate digests, personnel, facilities, and other data covering all
commercial telecasting stations in operation in the United States
and Canada as of July 15, 1954,
TELEVISION NETWORKS: RATES, PERSONNEL & DATA
With inter-city hookups presently available via coaxial-microwave
connections.
TELEVISION STATIONS IN LATIN AMERICA
Operating or authorized as of July 15, 1954— with personnel,
facilities and other data.
FOREIGN TELEVISION STATIONS
Operating or planned as of July 15, 1954.
TELEVISION STATIONS OF THE U. S. BY CALL LETTERS
EXPERIMENTAL TV STATIONS AUTHORIZED BY THE FCC
Status as of July 15, 1954.
OWNERSHIP OF TELEVISION STATIONS BY CATEGORIES
Networks, newspapers, theatres & manufacturers owning or hold-
ing interests in TV stations; multiple ownerships.
SALES & TRANSFERS OF TV STATIONS, 1949-54
Including purchase prices, principals, etc.
FINANCIAL DATA ON TV & RADIO STATIONS: 1946-53
Summaries as compiled by FCC Economics Division.
NETWORK TELEVISION & RADIO BILLINGS
Tabulated by months: 1949-54.
THE TOP 100 NATIONAL ADVERTISERS OF 1953
Listing dollar expenditures in the four major media.
NATIONAL SALES REPRESENTATIVES OF TV STATIONS
Including branch offices and lists of stations represented.
MAJOR ADVERTISING AGENCIES OF U. S , CANADA & MEXICO
TELEVISION PROGRAM SOURCES
Directory of owners, producers & syndicators of live and film
material offered to TV stations.
TELEVISION SETS-IN-USE
Latest available statistics.
CONGRESSIONAL TV-RADIO GALLERIES
FCC COLOR TV STANDARDS
With Appendix describing operation of new system.
)MAP OF TV AREAS & NETWORK ROUTES (Color Insert)
(43 x 29-in.)
Showing present and projected microwave and coaxial routes
(accurately drawn by AT&T engineers), time zones, all stations
in operation, all cities over 10,000 pop., all cities with TV
applications or CPs.
NEW STATION APPLICATIONS & CPs
CONSTRUCTION PERMITS ISSUED FOR NEW TV STATIONS
List of oil CPs granted and their possible storting dates.
APPLICATIONS PENDING FOR NEW TV STATIONS
Complete tabulation of all applications filed with FCC, includ-
ing addresses, facilities sought, proposed equipment, principals
and other data.
CHANNEL ALLOCATIONS
VHF & UHF ALLOCATIONS BY STATES AND CITIES
Including U. S. Territories and Possessions.
VHF & UHF ALLOCATIONS BY CHANNELS
Under New FCC Rules & Regulations.
CHANNEL ALLOCATIONS FOR CANADA AND MEXICO
Assignments affecting border areas.
STATIONS AUTHORIZED, BY CHANNELS
MANUFACTURING
TELEVISION RECEIVER MANUFACTURERS OF U. S. & CANADA
With addresses, executives, plants, etc.
CATHODE RAY & RECEIVING TUBE MANUFACTURERS
Including manufacturers of tube blanks, metal cones, face plates.
MANUFACTURERS OF TV TUNERS
Including manufacturers of UHF converters.
TV RECEIVING ANTENNA MANUFACTURERS
With trade names and description of products, etc.
PHONOGRAPH & RECORD MANUFACTURERS
TELECASTING EQUIPMENT MANUFACTURERS
Directory of manufacturers of transmitters, towers, antennas,
studio equipment, theatre TV, industrial TV, community TV.
TELEVISION RECEIVER PRODUCTION
As estimated by RETMA, by months; 1947-54.
RADIO RECEIVER PRODUCTION
As estimated by RETMA, by years; 1924-54.
FACTORY, DISTRIBUTOR & RETAIL SALES 8 INVENTORIES
TV and radio, as estimated by RETMA by months; 1950-54.
TV & RADIO TUBE SALES
As estimated by RETMA, by years; 1922-54.
FINANCIAL DATA ON TV-ELECTRONICS MANUFACTURERS
Year-by-year tabulation of sales, profits and dividends.
MISCELLANEOUS SERVICES
FEDERAL COMMUNICATIONS COMMISSION
Directory of organization and personnel.
ATTORNEYS PRACTICING BEFORE THE FCC
Specializing in TV-radio practice.
CONSULTING ENGINEERS & ENGINEERING SERVICES
Directories of engineers specializing in TV and radio, technical
services, management and planning services, station brokers,
network engineering departments, etc.
ORGANIZATIONS DEALING WITH TELEVISION
Advertising, broadcasting & telecasting; motion picture & re-
lated groups; music licensors; technical groups; manufacturing,
merchandising & servicing.
RESEARCH ORGANIZATION DEALING WITH TELEVISION
LABOR UNIONS IN TV, RADIO & RELATED FIELDS
PUBLICATIONS DEALING WITH TELEVISION
Trade, technical and advertising periodicals.
CONGRESSIONAL COMMITTEES HANDLING TV-RADIO MATTERS
"HEATRE-TV INSTALLATIONS IN USE
COMMUNITY TELEVISION ANTENNA SYSTEMS
State-&-City directory of those in operation, under construction
or planned.
VOLUME OF ADVERTISING IN U. S. BY MEDIA, 1946-54
Television Digest
Wyatt Bldg., Washington, D. C.
Please send me copies of Fall 1954 TV Factbook
(including map) (ffi $4.00 per copy.
Name
Company
Address
City
□ check herewith
□ bill
26 JULY 1954
97
WTR1
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FASTER, SAFER, LESS COSTLY...
Because It's More Efficient I
a few years ba< k. the auto insurance
companies were conducting intensive
i ampaigns in ea< b state dui ing an
agreed-on pei iod prioi to 1 1 1 « - effei tive
date of the law. State Faun utilized
its radio facilities for the campaigns
by separating the affected Btates from
the real "I the network during the com-
mercial time, jii\in'j each local cam-
paign greater effectiveness by having
il associated with a national network
show .
"Radio- states spokesman Bisi li< -IT.
"i- most effective when used consis-
tently .uhI often. It- effectiveness stems
from it- repetitive impact. I he same
message drummed over and over again
into tin' listener - consciousness lias a
cumulative effect. This is aided by
radio- compatibility with other activi-
ties.
But State Farm also has a high re-
gard for t\ which, it states, "has the
unequalled advantage of visual demon-
stration."
Currently, the firm is testing tv on
the West Coast. The venture started
(6 [Each of u> ha> a responsibility] to
in-i-t that violations of pood faith and
taste and sense are never as good a*
when these are preserved. This, I be-
lieve, takes a good deal !«*>> courage
than conviction — and a dedication to
the proposition that advertising is much
belter, more resultful and less costly
and more satisfying at its best."
FAIRFAX M. CONE
/'resident
Foote. Cone & Belding
Vew York
in \piil 1954, is running on CBS sta-
tions in three markets. San Francisco.
Los \ngeles and San Diego. It con-
sists of participations in a Morning
Shou type of program called Pano-
niimi Pacific, aired from 7:00-9:00
a.m. in which State Farm sponsors a
news segment twice a week. However,
it i- a- \et too earl\ to predict am re-
sults from this test, says the company.
\<n can it be definite at this time
aboul an) future t\ actfc it\ .
The State Farm Mutual \utomobile
Insurance Co. is the oldest ol the three
State Farm companies. It was found-
ill in 1922 and l>\ 1942 had grown to
first place in the auto insurance indus-
try. It has continued in this position
to the present time, today insures well
ovei 3,000,000 autos.
State Farm's Life companj came in-
to being in 1929, the Fire and Cas-
ualty company in 1936. These com-
panies, too, are showing healths busi-
ness increase-: the Life income was up
36$ in 1953 over L952, the Fire 33%.
I he nation s general economic Btate,
according to the company, affects State
Farm's business only to the extent of
modifying it- growth rate in national
downturn- and slightl) boosting it in
upturns. In other words, the company
has none ut the cyclical peaks and val-
leys most businesses experience, onlj
peaks.
State farm look- to the future with
extreme optimism, sees only continued
growth. It Bays, with >ix million new
autos in the I .S. next year, it figures
somebody is going to insure them.
\l-o. somebody is going to sell life in-
surance to the "million new families,"
and somebody i- going to insure the
■■'Jin ).(!( in new dwellings" against fire,
i Ml figures are State Farm's, con-
tained in its report. "People, Policies
and Progress in 1953.")
For the State Farm Mutual Auto-
mobile Insurance Co. the In wind i-
now. "If we could write the third mil-
lion in '53, we can write the fourth
million in '55." * * *
CROUP APPROACH
{Continued jrom page 38)
ket list is generally the re-ult of pre-
liminary agency-client meetings at-
tended by the account people, someone
from marketing, possibly the media di-
rector or the associate media director.
During these preliminary meeting- not
only the markets hut the budget and
length of the campaign are decided
upon. Timebuyers are rarely called
into these meetings.
\fler the preliminary meetings the
media department is asked through
the account group to make recommen-
dations on this budget The-e recom-
mendations might -how tlie number of
announcements the client could afford
per market per week for the duration
of the projected campaign.
"Some three months may pa— be-
tween the budget allocation and get-
ting the client's go-ahead on a cam-
paign," one timebuyer told sponsor.
From the client's market li-t the
timebuyer then sets up file folders on
a "per market" basis. He then com-
piles a list of all the stations in each
of the market- on the list from Stand-
ard Rate and Data. \ < hart i- made
98
SPONSOR
up 1>\ markets showing each station
and its rep. This chart serves as a
checklist of necessary calls to reps and
stations, if these are not represented.
From this checklist the buyer or his
assistant or secretary calls the reps
and tells them what he wants. It gener-
ally takes between half a daj and two
days to make these calls. If the assis-
tant or the timebuyer's secretary makes
the call, the rep often calls the time-
huyer back directly to confirm the
availabilities he wants and to make a
pitch for the business.
Usually the timebuyer gives the rep
about one week to send along the avail-
abilities. He then uses a second check-
list to mark off the station, its power,
its rep and whether the availabilities
are in or not. When all the availabili-
ties for a particular market are in, the
buyer makes a choke and is readv to
place the campaign.
However, it usually takes from three
days to four weeks between receipt of
availabilities and the start of the cam-
paign. Because of this lapse of time
during which the client signs estimates,
some time slots originally offered to
the buyer by a station or rep may no
longer be available.
After making his choice from among
the availabilities, the timebuyer gets
verbal and then written confirmation
from the reps. This must be checked
for accuracy by his assistant or sec-
retary. He also has to check on make-
goods and credits.
After he has placed an order in a
market, he notifies the traffic depart-
ment to send copy to the station.
Once he has received written or ver-
bal confirmation from the reps, he
sends schedules out to the client (for
field men, distributors, jobbers, oth-
ers I . These schedules include the name
of the station, length of the schedule,
length of the commercial, whether it's
iive or e.t., the name of the adjacencies
and their ratings, if available.
During the course of a typical 13-
week national spot campaign a time-
buyer's contacts with other agencymen,
clients, reps and stations may number
200 or more (see chart on page 37).
At Benton & Bowles, a timebuyer
would be in touch with the associate
and/or assistant media director at least
three times daily during the prepara-
tory stages of the campaign.
Before making recommendations,
he'd have some two or three contacts
with Broadcast Analysis, within the
media department.
He might possibl) see the client once
or tw ice during course ol campaign.
lied see the account people at least
lu ice a day .
Before the planning of the campaign
he might see the v.p. in charge of me-
dia some five or six times.
rhroughout the campaign he'd be in
touch with other buyers within and
outside his group once daily.
On the two days when he's ordering
availabilities, he'd be in touch with the
reps 15 or 20 times.
During the tlm-c <>i [oui days when
the reps submit availabilities. In-'d
ha\e ~i\ <>r seven contacts with them.
For a week afterward, he'd be check-
ing additions and confirmations, and
would have contact with reps about
lw ice <lail\ . i He might also have three
or four contacts with -latum people
direct. I
His total contacts with the Traffic
Department would number at least
eight.
Until four weeks after campaign is
complete he'd see estimators and con-
DOMINATES
THE IMPORTANT
VifiZLfcZiia
IN OMAHA !
Of the 196 weekly quarter hours
between 5 p.m. and 12 p.m.
WOW-TV places ahead in 106*.
WOW-TV also has eight out of
the top ten multi-weekly pro-
grams. Five of these eight
programs are local.**
♦American Research Bureau, Feb. 1954
**Pulse Inc., March 1954
OMAHA • MAX. POWER • DUMONT • NBC-TV Aff .
A MEREDITH STATION — BLAIR TV, Rep.
Affiliated with "Batter Hemes and Gardens" and "Successful
Farming" Magazines.
26 JULY 1954
99
trad people three times dail) ,
I rora the time the campaign is al-
most - ompleted until about six to eight
weeks later he bas al least two con-
i.i. i- dail) w ith the a< i ounting depai t-
tnent,
Although the timebuyei is not ai
tuall) present .n most preliminar)
meetings, lii- recommendations and
specialized knowledge form the basis
< . t the associate media directoi - pro-
posals and pres< ntation to the a< count
group <>i client. I hi associate media
.In. . tors, \ .p. in < harge "I media and
senioi \ .p. in charge "I marketing are
part ol a Media Planning Committee,
whose decisions rest upon the infor-
mation gathered from the timebuyers
and spacebuyers.
Here's how Charles Pooler, B&B
Benior v.p. of marketing, outlines the
advantages <>! the group system:
"The accounts gel the direct atten-
tion of several rather than one all-me-
dia man. The individual buyers have
.1 • bance to gel greatei understanding
of the marketing problems oi t ln-ir ac-
counts through dail) contact with ac-
count personnel and the associate and
assistant media directors.
Dave Crane, B&B v.p. in charge of
media, added that the group -\-tem
FIRST
POWER
Kansas' Most Powerful TV Station
KTVH blankets OVER one half the
entire population of the state of
Kansas with o\ i i< 5095 satur-
ation. Nowhere else in the rich
Kansas market can you bllj such
volume backed with a loyal view-
ing audience for concentration
selling.
See Your KTVH
Sales Representative Today!
CMANSIl
13
KTVH
HUTCHINSON ■ WICHITA
VMF
340 000
WAITS
CBS BASIC DU MONT ABC
REPRESENTED BY H R TELEVISION INC
COVERS CENTRAL KANSAS
has given media recommendations
more objectivity. "Rather than one
we now have Beven or eight all-media
men. This helps us \>> have a strnngei
balance in planning sessions. Of
course, this operation is more expen-
sive foi the agencj because manage-
ment now has more high-priced guys
on tin- pa) mil bul it - given the me-
dia department more stature, and the
clients far better service."
The associate media director's re-
sponsibilities are broad in scope. He
directs media planning incoordination
with account groups, and. when neces-
sary, nut l- vsilh the Media Planning
( iommittee.
He serves as primary contact with
the client and account supervisor in
behalf of the media department.
He i> the one who organizes and de-
velops assignments within his group.
\nil he ma\ also establish media poli-
cies and methodology of evaluation ap-
plicable to his group. Above all, he is
the head of creative media planning
for his group.
The assistant media director acts as
his alter ego, executing approved plans
through the buyers. He's the coordi-
nator within the group, because he's
the point where print and broadcast
media are brought together.
Network planning and negotiating
are done by the associate media direc-
tor in conjunction with the radio-tv
program department. Timebuyers
function here is mainly to clear sta-
tions and to accept delay time.
Mam other agencies have a similar
syste f organization. McCann-Erick-
son, for example, regrouped the people
in it- media department in summer
1952. Bill Dekker, \.p. and director
of media for McC.ann-I.rickson, said
that the main objective of the reorgan-
ization was to develop "a higher de-
gree of account responsibility and su-
pen ision."
McCann-Erickson's media depart-
ment is divided into three groups, ea< h
headed h\ an associate media director.
I nder the associate media directoi
there- a print supervisor and radio-tv
supervisoi with assistants and estima-
tors undei each. In oilier words. M<-
Cann-Erickson has the equivalent of
B&B's Media Services group divided
among the three operational groups.
However, outdoor and transportation
advertising form a separate section
within the media department which
serves as a pool for the three account
groups.
I he account groups at \l<(!ann-
Erickson are also determined l>\ work-
load and for administrative reason-
rather than on the basis of product
category. I hese groups i omprise Borne
1") broadcast media supervisors and
buyers, whose salaries range from
>.->.( II HI to SI ].i H 10.
Vnthon) I lePiei ro, \ .p. and media
diro i"i al Lennen \ Newell. Bays that
hi> media department "is based on an
integrated plan, broken down b\ ac-
COUnl groups." Lennen \ \euell has
lour such account groups, divided b)
billings and work. I here are four
group supervisors and about four buy-
ers on each type of medium.
Well over half ol the top 20 radio-t\
agencies follow some variation of the
group system in the organization of
their media department. In some in-
stance-, the estimating and contract
people are organized into a pool that
supplies the buyers in their various ac-
count groups. In other cases, estima-
tors are assigned to the buyers with-
in specific account groups. Differences
also exist in terms of the media de-
partment"- jurisdiction over media re-
search.
The trend of major agencies toward
reorganization began in the postwar
period. Although the structure of
media departments is -till in a state of
(lux in most of the top agencies, a gen-
eral reappraisal b\ agency manage-
ment of media organization has led to
widespread change toward this more
integrated system. (For details about
the background of the three systems of
media organization see sponsor. 25
\uiMist 1952. i * • •
CREATIVE AND
CONSCIENTIOUS
TV Producer-Director now
working in major market.
Experienced in all types of
local programming. Seeks new
position wit I i station, agency,
or TV program producer.
Any w here.
Box 726
SPONSOR
40 E. 49th St., NY 17
100
SPONSOR
I
BARBER'S SUPER MARKET
{Continued from page 39)
with two local air vehicles:
1. What's Cookin' 110:30 a.m. -10:
45 a.m., Monday-through-Friday) on
KABQ. As described to SPONSOR l>\
KABQ's young (23) program direc-
tor, Lowell Christison. it's "an audi-
ence participation show where house-
wives try to guess the correct title of a
recipe in Barber's Master Cookbook
when the ingredients are mentioned on
the air. Both ends of the conversa-
tion are broadcast, using a beeper note
on the phone. Various local prizes are
given." The show, incidentally, has
done so well for Barber's that the firm
is contemplating expansion to a daily
half hour.
2. Country Melodies 1 8:30 a.m.-
9:00 a.m., Monday-through-Friday) on
KOAT. Since Albuquerque is a Span-
ish-American city rich in the history
of the Southwest. Barber's wins a siz-
able listening audience with a combi-
nation of folksy Western music and
homemaking hints in the second of its
daily shows. Both programs use com-
mercials ( usually featuring nationally
advertised products ) which are geared
to produce specific sales, but which
avoid any hoopla about "best prices in
town."
Starting Thursday at noon. Barber's
really blankets Albuquerque's outlets.
A total of 130 announcements are
aired during the weekend. KABQ and
KOAT each carry 30 announcements,
KGGM carries 20 and KOB airs 50
time-signal station breaks.
Barber's air tactics pay off in sales.
For example:
• A few months ago, Barber's
stocked a then-new brand of chili which
had no distribution previously in the
Albuquerque market. For 13 weeks,
Barber's featured it strongly on its
radio shows and announcements. Based
on what Barber's had figured would
be a fair quota, sales on the item
reached a point 300% above the pre-
set quota. And. due to Barber's air
advertising, which was the only me-
dium used in this case, apart from store
displays, public demand for the prod-
uct was so great that jobbers had to
place it in 54 other outlets in the local
trade area.
• At another time recently, the
"Barber's radio treatment" resulted in
sales increases of from 237% to 331%
on the products of a regional meat
packer after a 13-week air drive. And,
26 JULY 1954
after 2(> weeks of being featured in
Barber's program-announcement sched-
ule sales increased 283$ "ii a brand
of cottage cheese. In both of these
cases, no other promotion was used In
Barber's apart from in-store displays.
So successful has radio been for
Barber's that it's oidy natural to ask:
\\ hy use anything else?
Adman Al Brower, however, felt il
would be a mistake to use one medium
to the exclusion of all others to pro-
mote retail sales.
As KABQ's Lowell Christison re-
ported to SPONSOR:
"Basically the same messages are
carried home on the weekend an-
nouncements and weekend newspaper
ads. If reduced to a simple statement
of technique, the statement would be
'60% of the budget in radio, 40% in
newspapers.' The original formula was
devised partially as a result of the BAB
and Kroger studies (see "You need
both," sponsor 23 February 1953,
page 40) which showed that about
35' i of total population would get the
message from radio; and about 35%
would get the message from black-and-
white space, no more than 8% to 10' <
of consumers getting the messages in
I Mlh media.
"I hough Bai ber's has, from time to
lime, run specific tests for individual
stations used, they've found that radio
and newspapers are quite comparable
on actual sales results for given spe-
cials, as pertains to volume of items
sold.
"Of course, we at KABQ feel that it
is on this point that radio takes the
lead. But Al Brower of Harhei - says
that in most cases Barber's will pur-
posely over-buy on a given item that
could be a traffic builder, run it in
their weekend newspaper ads and tie
il in as a radio special in their satura-
tion spot announcements. He figures
the papers sell their usual amount and
the extra volume created by radio is
profit over and above what they'd
otherwise expect.
"Barber's has consistentlv found
that tying the two media together is
the most profitable advertising pro-
cedure. For that reason, specials are
usually carefully grouped and evenly
distributed throughout both papers and
radio.
"Of the many items in a full-page
ad. for instance, three of the produce
specials, three of the grocery specials
TAKES TOP TV RATINGS
OVER TOUGHEST RIVALS!
Joe Paiooka Show
Immediate Success
April VIDEODEX ratings in New
York, San Francisco and Washington
establish JOE PALOOKA as the high-
est rated TV program in its time slot —
in some cases topping established net-
work favorites.
But there's more than ratings to earn
PALOOKA a place at the top of your
"spot TV buy list" — results, too,
have been out of this world. Happy
PALOOKA sponsors in nearly 40 mar-
kets have found that JOE is the buy
to "move the goods."
Check now and discover how this great
all-family impact show can go to work for
you! Many choice markets still available . . .
but only if you hurry. Write, wire or phone
GUILD FILMS today!
GUILD FILMS
Company, Inc.
420 Madison Avenue New York 17, NY
Producers & Distributors of
LIBERACE LIFE WITH ELIZABETH
FRANKIE LAINE FLORIAN ZABACH
101
;tml three meal spe< ials are Belei ted to
run .1- radio »pe< iaU to fil into theii
[0 t» ond and time-signal saturation
i ampaign.
H.ii ber's exei utives fohn W illiams,
i.il manager, \. I M< Lane, as-
sistant i" W illiams and adman \l
Browei haven't overlooked other air
advertising opportunities either.
Albuquerque, a growing market "I
some 1 50,000 population in < enti .il
New Mexico, has three t\ Btations —
KGGM-TV, KOAT-TV and KOB-TV,
.ill vhl outlet-. \ikI. i\ is used fairl)
lici\ ilj bj the ihh < losesl grocer) com-
petitors to Barbei -.
In 1953, Barber's ran a L3-week tv
test, using a bj ndicated half-houi film
-In .\n . Cost : aboul 15,200.
Brower's comment : "Tangible results
were negligible." However, he quali-
fies tin- b) - 1\ ing that a number ol
factors ma) have caused the unsatis-
1. 1, tor) pull of the i\ campaign, "either
the wrong type ol show, poor handling
<>i our own presentation not perfected.
In ;m\ case, ii<> tv is being used in
L95 1 and none is planned for the near
future. Radio is the big feature of
Barber's ad budgets.
In 1953, Barber's spent about Si!.">.-
Mary McCuire. WWTV
Homcmakcr helps
Cherry Queen Gail
Krahnke check Chef's
"Cherried Ham'' at N.i
rional Cherry Festival
covered completely
by WWTV 16 mm.
cameraman Charle; Ray
YOU'RE WITH TV AT
ITS BEST ON M/M/TIM
Michigan ' hanni I 13 » nun- and theii
thousand!) "i Summei Resort ii
■ I toui i onsecul ive da) - ol com-
plete I') mm. IiImi i ihi coloi
tut National < hei i j Festival .1 ulj 6 9.
rhey'll love you too . . . on WWTV.
CADILLAC ><~*N. MICHIGAN
\i- 1 ( h
$V££D
BC, DUMONT
S CXf/D. KPDS
200 with Borne 138,000 going to radio.
000 to newspapers, $5,200 to the
t\ test .mil $10,000 foi othei form- of
,iil\ ertising.
In L954, the ad budget is running
aboul H» ovei the 1953 total. Radio
now gets about 60%, newspapers
around 35^? and other forms of adver-
tising a I ion I 5%.
The outlook for 1955 (Barber's is
alread) deep in next year's plans) is
similar. \ I"', over-all hike in the
ad budget is anticipated with radio re-
taining the same percentage. Again,
no t\ i> planned for 1955.
Barber's manages to get extra mile-
age in it- air advertising through the
judicious use of cooperative advertis-
ing funds, although no co-op figures
are included in tin- budgets cited above
which are Barber's own expenditures.
Obtaining an over-all figure on the
co-op share of Barber s total expendi-
tures is naturall) difficult, since co-
op ad budgets are figured 1>\ some
manufacturers on a straight percent-
age basis, and by others on a per-case
allotment. But. according to Barbei '-
own guess, it works out to about 20' r
to 2.V i of the grand total spent bv
Barber's for advertising.
Some blue-chip brand names are
thus featured in Barber's air advertis-
ing. Barber's co-op arrangements in-
clude such clients as: Colgate. Kleenex.
Swift, \al>isco, Armour's. Wilson.
Snow Crop and many others, as well as
a number of regional dair\ produce
and meat firms.
The advertising arrangements in
these cases are cooperative in every
sense of the word: Barbers feels that
the national advertisers are helping the
store chain as much as the store chain
promotes them. "Barber's," says ad-
man Brower, "is built on the qualitv
and reputation of national brands.
From time to time, on special promo-
tional efforts, price is of the essence.
But as an over-all theme. Barber's en-
tire advertising is based simpl) on let-
ting people know what we have."
\nd. Barbei - make- extensive use of
the radio co-op sales aids provided to
ui ries bv manufacturers who extend
co-op aid. These include: local-level
tadio copj and radio transcriptions,
in-store displays, window signs and
banners, recipe books and other pro-
motional aids. Since these sales aids
often represent the creative effort- of
the top agencies in the nation, their
use, Barbei - feels, add- to the impact
ot the lo< al radio < ampaign.
This kind o| thinking make- liai-
ber's somewhat unique in grocers air
advertising. Few supermarket chains
ti\ to get co-op fund- for air advertis-
ing; fewei -till make skillful u-e ill
advertising aids i apart from newspa-
per mats i provided b\ manufacturers
through co-op channels.
Barber's, incidentally, i- so delighted
with it- cordial CO-op relationship with
several leading manufacturers that it
has urged other- to do the same. Re-
cently, at a Bales meeting at one of the
Albuquerque Btations, Advertising Di-
rector Al Brower said thai he fell
"manj .-mallei grocers could u-e ra-
dio successfull) if they'd onl) familiar-
ize themselves with the various co-op
contracts available."
Concluded K ABQ's Lowell Christi-
son, who turned in a valiant job of
legwork for SPONSOR in preparing Un-
report:
"Barbers, based on the Buoceas of
their present advertising department,
lakes full responsibilit) for the re-ult-
shown, as no agenC) is used. Ihev in-
sist on a 'merchandising' tvpe of adver-
tising, with everything advertised in
such a wav that it will create a sale.
I here seem- to he much to be said for
having a department located 'on the
scene, 9 closer to the actual selling prob-
lem-.
"The principles of business in the
Barbers organization ((institute the
basic philosoph) in their advertising:
avoid wild claims, offer the best pos-
sible service at fair price*. Their first
concern i> qualitv through reliable na-
tional brands, with price a seconder)
consideration.
"I!\ comparison with general condi-
tion- around the country, Albuquer-
que's econom) is in a generally good
condition; with total retail sale? in the
market onlv W ', to (V < off from 1953
figures while the nation as a whole is
experiencing retail sales drops as high
as 1 1', .
i Note: Ubuquerque's econom) is
boosted eonsiderabl) b) the fact that
it is a center for oil and cattle money,
tourist trade and the spending area for
the big payrolls of the Strategic \ir
Command's Rutland \ir Force Base,
LEE DORRIS
SELLS THE BIG
NEGRO AUDIENCE
MORN I NC-NOON- AFTERNOON
ON
WSOK
NASHVILLE. TENNESSEE
1000 WATTS
102
SPONSOR
as well as the Sandia Special Weapons
Center, testing ground for main nu-
clear devices. I
"With a few notable exceptions, the
small independent grocers have felt
the leveling-off more forcefully than
the seven-store Barber's chain. From
the standpoint of gains, according to
Barber's, they are not as rapid as last
y ear but are nevertheless considered
excellent.
"With the Albuquerque market ex-
panding day by day (with an average
of 60 new families settling every
week), Barber's sees continued growth
for their stores and ever-increasing
volume through a merchandiser's type
of advertising." * * *•
SPONSOR ASKS
{Continued from page 67)
largest and most discriminating adver-
tisers — he garners prestige and sales
profits by virtue of filmed programs
which cost up to $30,000 but are sold
at prices ranging from $100 to $3,000
per individual market. He avails him-
self of the best in talent, production,
stories and scripts and is assured of
tremendous audiences.
In the case of an advertiser who
buys MPTv's Junior Science series, Dr.
Gerald Wendt. chief of science educa-
"This is a time for open minds, for
curiosity, for imagination, for courage
and enthusiasm. This is a time for a
sweeping look around and a bold new
look ahead. This is a time for deter-
mined action — and the devil take what
has been done in the past. If we don't
do this we're going to be dead pigeons
because our customers are taking a
new view, everv dav."
WALTER C. AYERS
Executive Vice President
Brooke, Smith, French & Dorrance
Detroit
tion for UNESCO, one of the world's
foremost authorities on the atomic and
hydrogen bombs, acts as commentator
for the films in addition to being avail-
able as a "salesman" of distinction for
the sponsor of the films. It's prestige
without peer.
Talent-ivise, the advertiser who has
chosen films such as Duffy's Tavern,
Janet Dean, Registered Nurse and Par-
is Precinct to sell his product, is get-
ting network-calibre "names" — estab-
lished stars who have long been popu-
lar in various media of show busi-
ness. Ed "Archie" Gardner. Ella
26 JULY 1954
Raines, Louis Jourdan and Claude
Dauphin have won acclaim through
the years on radio, stage and screen.
Production-wise, the network-calibre
label is stamped on such filmed shows
as Sheldon I Foreign Intrigue I Rey-
nolds production of Sherlock Holmes
which stars Ronald Howard: Charles
(Search for Tomorrow) living's The
Heart of Juliet Jones which co-stars
Cathy McLeod, Lorna Lynn and Cliff
Hall and Drew Pearson's Washington
Merry-Co-Round, the award-winning
weekly news show that is filmed on
the spot wherever news is in the mak-
ing.
Story-wise, the proven popularit) of
the King Features syndicated adven-
ture strip. Flash Cordon gives the ad-
vertiser a pre-sold audience high in
the millions. The same is true of the
above-mentioned The Heart of Juliet
Jones, another King Features syndi-
cated comic strip favorite. The greatly
beloved Tim McCoy brings his exciting
15-minute program of Western stories
before viewers of every age bracket —
the dean of American cowboys has as
much appeal for the grandparents as
he has for the grandchildren of toda\
and the authenticity with which the
real McCoy stories are presented is a
natural for the syndicated film adver-
tiser who desires thrilling sagas of the
Old West backed up with documented
facts.
Script-wise, the cream of the crop of
writers are responsible for the dialogue
and action detailed with Duffy's Tav-
ern I Larry Rhine and Ben Starr ) . Jan-
et Dean, Registered Nurse ( Victor
Wolfson, Harry Junkin and James Cav-
anaughl. The Heart of Juliet Jones
( Charles Gussman I , Flash Gordon
I Bruce Elliott. Max Ehrlich and Irv
Tunick), Sherlock Holmes (Louis
Morheim, Harold Jack Bloom and
Sheldon Reynolds), Pan's Precinct
(Jo Eisinger I and Tim McCoy (Tim
McCoy).
Audience-wise, stations will give a
filmed show good time because a
worthv show rates it which brings us
right back to where we came in —
prestige-wise, and right down the line
of plus-credits, the filmed program
pays its own way for both the adver-
tiser and the station. There's always
enough commercial time available with
a filmed show to get in some hard sell-
ing for products, in addition to includ-
ing community service promotion to
the local or regional areas.
77
Duane fours
(Chrmn of the Board and Pres)
Duane Jones Co., Inc.
LIKE MOST
'Newsworthy
ADVERTISING
EXECUTIVES
MR. JONES'
LATEST
BUSINESS
PORTRAIT
IS BY...
tyetut l^ae&wut
Photographers to the Business Executive
565 Fifth Avenue, New York 17— PL 3-1882
103
i
It '- .1 wise advertise] who knows ln-
produt i w< II. and advertises it well,
with a s\ n<li< ated i\ film show.
Ii\ John It. (ron
Motional Salen Manager, \l(( It
Film Divuion
With t li <• in-
i eased use of
syndicated film
li\ all kind- i>l
local advertisers,
the comparative
\ al in- uf local li\«"
programing and
syndicated film
has become a
mattei oi livelj discussion. \\ hile
some sponsors believe that the) can
best merchandise theii wares with live,
locall) originated shows, more and
advertisers are turning to the syndi-
cated film a* a streamlined, economi-
cal selling vehicle. There are several
g I reasons f«>i this development.
In the firsl place, the price structure
"I i syndicated film is based on the
numbei ol television homes in a given
ATTENTION!
ADVERTISERS . . .
AGENCIES . . .
TV & AM STATION OWNERS
Station I.' u and A.c
count Executive with multi million
dollar \i \\ Vnrk advert
agency is now available.
He h i \|.. t ience in T\
and Radio, gained from both net
"inks and agencies. With him
.hi intimate know ledge oi
nations ide markets, based on -.nun. 1
market and broadcast research.
H< also has a thorough und
ling ut industry and I' 1 I
practices, and an unusually wide
■I acquaintanceship in the
ng industry. It goes
t Baying that he has excellent
If you wish to see this man, just
write . . .
JAMES A. MAHONEY
i rn m .W"\ SOR
40 East 49th St, New York 17, N.Y.
market. \n advertise] with limited
fund- in a -mall market can Bponsoi a
half-houi program which ma) have
cosl upwards ol 125,000 to produce —
for perhaps under $100. The adver-
n-i't is automaticall) identifying his
producl with first-rate showmanship,
and can compete for audiences on the
the same program level with the big-
gest national advertiser. Hi- gets net-
work qualit) production, in other
word-, at local-level prices.
Secondly, the advertiser i- virtually
guaranteed a large and loyal audience
when he sponsors a good syndicated
film. American Research Bureau fig-
ures reveal that good syndicated film
programs are powerful weapons with
which local advertisers on non-net-
work stations can successfullj over-
come what previousl) had been over-
whelming network competition.
\ graphic demonstration is pro-
vided by a hefore-and-after stud) of
time-period ratings on three station-:
\\ FIL-TV. Philadelphia; V70R-TV,
New York, and KTTV. Los \ngelc-.
On KTTV, for instance, which is in a
seven-station market, the before-fihn
programing lineun saw each of its four
shows in the 7:00 to 9:00 p.m. Satur-
da) night period in fifth, sixth, second
and filih positions, respectively. These
local shows were replaced in recent
mouth- with four NBC Film Division
properties- -Life of Riley, Badge 714.
('.apt u red and Inner Sanctum. The rat-
ings of these film shows have boosted
these time periods into first, second
and third positions, respectively.
Perhaps the most dramatic evidence
of a syndicated films effectiveness
I comes from \\ FIL-TV, which faces
strong competition from the NBC and
CBS affiliates. \\ FIL-TV. at the begin-
ning of this year, threw a hatch of
syndicated film properties into the
ring. In one month, the hour-long
Hopalong Cassidj -how has boosted
the Monda) through Fridav 5:00-6:00
p.m. rating Erom 3.7 to 11.1: Danger-
ous issignment hiked the Monda)
7:00-7:30 period from 4.3 to 12.2: Vic-
tory ni Sea tai-ed the Tuesda) 7:00-
7:30 -lot from k9 to 20.3; Dangerous
Issignment hiked Wednesday's 10:00*
10:30 period from 1.2 to 7.6; the half-
hour Hopalong Cassidj -eric- prac-
tical!) doubled Thursday's 7:00-7:30
rating of L6; and Captured boosted
Friday's 7:00-7:30 p.m. '5.0 rating
In O.O.
\\ hile the size ol the audience i-
one nl the most effective criteria of
t Ik- Buccess of an advertiser's television
effort (i.e. the higher the rating and
the largei the share of audience, the
lower the cost-per- 1,000 advertising
impressions), there are plenty of
success stories which translate these
high ratings into added revenue and
increased sale-.
George (.lav in. of the West-Pacifit
Agency, Inc., in Seattle, make- the fol-
lowing report:
"\\ e-t-l'ai ifn \gencv. Inc.. has
lived the Life of Riley since the pur-
chase of NBC's top -how. Riley can
sell merchandise. After .V '•> years with
KING-TV, I entered the agency
business. During those five and a
half vear-. I saw the screening of sev-
eral hundred shows. Riley looked like
a natural to me. I sold it to a local
jeweler, who w as willing to pav the
top price of a top -how. The results
were fabulous, and started almost im-
mediately. We sold everything from
golf clubs In t\ -et-. \t the end of
the 20th week (with the first showing
of Riley in the market, it reached the
top 15 shows rating-wise i . the sum-
mer season was here and the jewelr)
business dropped to around 2' < of
total volume. It was decided not to
buy the eight reruns.
"The success -Inrv made it eas) I"
sell to a local grocerv chain with 30
stores. The first program sold all their
stores out of 'Lad] Elberta' canned
peaches, special l»\ the case only. Over
2.00(1 cases were sold. From there the
results have been overwhelming. Just
to highlight a few- these -ales all take
place in a two-da) buying period, on
Fridav and Saturday. The tv -how
runs on lhursdav night.
One year's normal supplv of Dint]
Moore'- heel" -lew (500 cases).
10', additional turkev sales at
Thanksgn bag.
7' 2 tons of salmon.
50,000 lb-, ol pork loins.
12,000 lbs. of hamburger.
10.000 lbs. of liver.
l.ooo do/, i an- of frozen straw-
berries.
I.ooo doz. pkgs. of frozen peas.
"" \t the end of four months. Un-
chain increased. In the month of Jan-
uai\ it was 309i over a year ago, and
the largest month the) had ever had.
"lu'ley now rates No. 1 in the mar-
ket. The word has spread and sup-
pliers are standing in line.
The advertiser coins into television
104
SPONSOR
for the first time may wonder how to
choose the most effective kind of sell-
ing vehicle for his product. The acu-
men of the syndicator's sales repre-
sentative, the sales manager of the lo-
cal station and the tv director of the
advertisers agency ( if he has one)
will help to determine the program
and the hroadcast time to reach exact-
ly the right audience.
PERSONALITY TIE-IN
By Reub Kaufman
President, Guild Films Co.
As we scan the
various types of
programing avail-
able to local and
regional sponsors
including spot,
film and local
live shows, we
find syndicated
film providing a
distinct advantage by enabling the
sponsor to tie his product to a top,
national name personality.
It has become an established axiom
in television that the impact of a per-
sonality stimulates increased sales
through artist-product identification.
Of course, an advertiser must choose
a film show with a star personality
who is welcome into the home and
wins the affection of the audience.
That is why Guild Films has a fixed
policy of developing stars such as Lib-
erace, Betty White, Joe Palooka and
Florian ZaBach.
The local and regional sponsor can
further exploit the personality in the
film show and identification with the
product through supporting advertis-
ing, especially in merchandising and
point-of-sale media.
Every Guild show is designed to do
just that. Our artists are more than
entertainers. They are cookie sales-
men, bank salesmen, gasoline salesmen
and beer salesmen as well. Their
friendly faces adorn all types of ads
and point-of-sale pieces plugging the
products of local sponsors.
In addition, special merchandising
premiums are made available to the
sponsor of the film show which help
tie in more intimately with the tv show.
Probably the best instance is the Lib-
erace record promotion where spon-
sors distributed in their own name
more than 250.000 records in one year
as sales lures.
ROUND-UP
{Continual from page 55)
crabh wear L! > t ■ \ snil>. pastel shirts
and use talcum for shim spots on face.
The booklet has received tremendous
response from tv guests, says promo-
tion manager C. W. Dinkins.
Eldon Campbell, general sales man-
ager for Westinghouse Broadcasting
Co., is now an honorary Indian.
When Campbell went to Oklahoma
City recently to address that city's Ad-
vertising Club (on the subject of "Ba-
dio — the sightless wonder"), he met
Eldon Campbell (r.) dons feathers, joins tribe
Indian Chief Jasper Saunkeah of the
Kiowa tribe at the meeting. Saunkeah
adorned him with a feathered war bon-
net, gave him a new name — Dom-Tiye-
Kiti-Keah — which means Chief White
Plains, for the city where Campbell
lives — and made him an honorary
member of his tribe.
The blood bank in the Greensboro.
N. C, area was sadly depleted.
WFMY-TV responded to the "ur-
gent" call for donors not only with
on- and off-the-air promotion, but
with personal representation at the
bloodmobile. Over half the station's
entire staff, including general man-
ager Gaines Kelley. gave blood: of the
over-400 pints of blood produced in
two days, 25 pints came from WFMY-
TV people. The visit was the most ef-
fective to date in the area.
WMTW, new tv station at Mt. Wash-
ington, N. H., sent out a promotion
piece recently with a real dollar in each
as part of the illustration. The dollar
(easily removable I had brackets drawn
alongside showing what portion of it
bought time on \\ Ml \\ as compared
with the amount needed for other tv
stations in the area. • • •
••••••••••••••••••••••••a
"T
E
R
R
I
F
I
C
r
| hat's what ad
agencies, advertisers are
saying about the
1954
PROGRAM GUIDE
It is yours FEEE
with your subscription
to SPONSOR
One year $8 — three years $1 5
write
SPONSOR
40 E. 49 St., New York 17, N. Y.
••••••••••••a •«•• ••••••••
26 JULY 1954
105
I'M JOE FLOYD...
I CONSIDER MYSELF
A HELLUVA SALESMAN!
. . . and so are Nord and
Sheeley and the other boys
on my staff at KELO (radio
and TV) Sioux Falls. We'll
go behind a counter to sell
goods if necessary. Yes,
we've actually had to do
that more than once when
commercials on KELO brought
more customers into a store
than the merchant's own
sales clerks could handle.
What do you have to sell
that you'd like extra action
on? KELO will get it for you
— in husky sections of
four states.
5:
\Y\NN* 11
\ward
ELO
T
V
Channel 11 -Sioux Falls, S. D.
JOE FLOYD, President
NBC (TV) PRIMARY
ABC • CBS • DUMONT
Ml( (Radio) Affiliate
Marion llurprr Jr.. president 0) McCann-
Erichson, announced recently the agency's tv billings
WOllld be up more than $10 nullum in l954-*55
lor a total oi out $33 million. Among its t>
clients are sponsors of two oj the first color programs
in tv history: Chrysler Corp. will sponsor a series
of dramas and musical extravaganzas and (testing-
house will use Besl nf Broadway, both over CBS TV.
Other new shows the agency is handling include
Chrysler's It's a Great Life over SBC TI and Derby
Foods' Disneyland 'alternate weeks), ABC TV.
Clair ft. MvCollough. president of Steinman
Stations, chairman of the \ARTB ti hoard.
was leader in treating an all-industry tele-
vision sales promotion bureau, l/i (.ollough is one of
10 members of the all-industry committee uhirh is
setting up plans tor the new Television Advertising
Bureau. The TvAH is expected to begin function-
ing by fall, will ivorl. hand in hand with Ti Audit
Circulation, a new NARTB-sponsored bureau. Tv
iudit Circulation will count tv sets county-by-county
and measure station circulation periodically .
€ieorge J. /thrums was recently elected vice
president ol the Block Drug (o.. Jersey City.
Abrams has been advertising manager of the firm
since 1917. was formerly associated with National
Biscuit Co., If hitehall Pharmacol Co. and Ever-
sharp. He has been a faculty member of the
Graduate School of Business Administration oj
\.) .1 . and is chairman ol the newspaper committee
and the drug and toiletry group of the ANA. This
\eur he was voted "outstanding \oung adman of
the year" l>\ Assn. of Advertising Men and U omen.
Philip H . /.Clllicil. direi tor and chairman of
the board of l.cnnen & \ewell. retired 30 June, his
sixty-seventh birthday. Forty L&J\ executives paid
tribute to l.cnnen at a spe< ial gathering at which
II. If . Newell, president, presented the agency with
a portrait o) l.cnnen painted by Ceroid L. Brock-
hurst. In the presentation Vewell said. "We want
this portrait ol Phil l.cnnen before us as a constant
reminder to everyone of his high standards of
integrity and craftsmanship. A better advertising
man. and a finer person, never lived."
106
SPONSOR
U Big Show's on toe road
o Kansas City
■ ■ I ■
The purchase of Midland
Broadcasting Company, operators
of KMBC-TV, by the Cook Paint and Varnish
Company, operators of WHB-TV, has been approved by the
Federal Communications Commission. The two stations have been
sharing Channel 9 and the CBS-TV network in Kansas City. The new
single-station operation has adopted the call letters KMBC-TV. The channel
will continue to be the full-time CBS-TV basic affiliate in the Heart of America.
THE BIG TOP IS
GOING UP!
The tallest tower in the Heart of
America is under construction. From
a height of 1,079 feet, KMBC-TV will
transmit with full 316,000 watts
power by late summer. Newest type
RCA transmitter equipped for color,
using BIGgest power and TOP-height
tower, will make KMBC-TV the Big
Top Station . . . dominating the na-
tion's 18th largest metropolitan area
by its top coverage of the rich Kan-
sas City market.
ATURING KANSAS CITY'S
REATEST TALENT!
The biggest personalities, the top local
)grams of the two stations are now ex-
sively on the Heart of America's Big
Ip Station, KMBC-TV!
-
STARRING THE CBS-TV NETWORK!
Full CBS-TV network programming — the big, top television shows
of America, carried exclusively on KMBC-TV, basic CBS-TV station.
f$u4-
HE "COLOSSAL-COVERAGE"
RADIO TEAM— KMBC-KFRM!
Now under "Big Top" direction is also the great radio team, KMBC-
KFRM, covering the Kansas City and Kansas radio markets as no other
Kansas City station can. It's CBS Radio, of course, on "The Team!"
HENRI GOLDENBERG, Chief Engineer
IX )\ DAI IS
Vice President
l()ll\ T. SCHILLING
I ice Pres. & Gen. Mm .
DICK SMITH
Director of Radio
GEORGE HIGGINS
I ice Pres. & Sales \fanagt i
MORI GREINER, Jr.
Director oj Telex ision
TOP Station in tne
KMBC ■ Radio, Kansas City, Missouri - K F R
earr or Amer
Radic ie State of Kai.
What kind of TvAB?
When the LO-man industry commit-
tee meets in \\ ashington 5 August to
blueprint a television advertising bu-
reau, w hat soi i "1 setup « ill e\ olv e?
Will it be .1 l\ \l'> serving spot, net-
work and local tele^ ision under a single
leadership? This is what the N VRTB
want-.
\\ ill it be a I \ \l'> selling and pro-
moting «>nl\ national — | » « »t and local tv?
This i- what the Station Reps. Assn.
and some stations want.
Will it be a looser) federated T\ IB
with strong separate units for network.
spot and local joined 1>\ a hoard repre-
senting ea< h uint and headed b) a top
president? This is what man) respon-
sible people in the industr) want.
The drive for a television advertis-
ing bureau, long overdue, was spear-
headed and ac< elerated l»\ the t\ sta-
tion reps. The) feel thai national spol
t\. Btrongl) competitive to net tv. must
have a bureau of its own.
W hi' h t\ pe o| I \ \|{ will emerge is
a Mattel foi the stations to decide.
sponsor believes in a federated sys-
tem. It believed in a federated -v-tc-m
loi N VRTB, and believes thai NARTB
would he happiei ami healthier toda\
had it adopted a federated system for
t\ and radio as suggested in the spon-
sor article "Blueprint lor a Federated
\ \I5" i issue of 6 June 1949, page 28).
SPONSOR has fought hard for a
I \ \H. \ federated T\ \B won't come
easy. I>ul it eertainlv makes sense.
How fear hurts radio and tv
When we published the media arti-
cle showing that irrational factors like
fear influence media decisions, we said
it might prove to be "one of the most
controversial on the subject of media
ever published." (See sponsor 3 Ma\
I'J.vl.i Subsequent events have borne
this out.
We have heard from two dozen
agenc) executives, most of them pres-
idents. Advertisers have taken sides pro
and con. Several groups, including the
American Weekly, asked for permission
to reprint the article. \n\ adman you
talk to has an opinion on the subject.
The reason, as explained in "Are V)l
afraid? starting page 31, is obvious:
It strikes deep.
Onl\ your conscience can help you
truthfullv answer the question whethei
you are afraid. Psychologists saj the
■ normal' person is, and tear influ-
ences most of hi- acts, even media buy-
ing. Other- disagree. One adman
called our original article "danger-
ous," l>ut the president of a $10 mil-
lion agenC) admitted that his media
prejudices had led him to turn media
evaluation and selection over com-
pletely to hi- media department.
Win should the advertiser be care-
ful of fear and other irrational influ-
ences in choosing media.''
Simplv because the) can force you
into voting against the two powerful
hut less tangible and harder-to-use air
media, according to psychologists like
Dr. Ernest Dichter, who made the orig-
inal -tlldv quoted in the 3 Mav i — u<-.
Not onlv does such thinking perpetuate
the media status quo, hut it also makes
the fearful adman hesitant about try-
ing something new in programing and
< ommercials. This results in much of
the imitative use of radio and tv \ ou
see todav .
Does fear influence your media
choice?
• * *
125 more radio stations
\nolher 1 25 radio stations went on
the air during the year ended 1 Julv.
Total is now 2,583, including 35 non-
commercials, as against 2.1">!'> the year
before.
In addition Americans bought an-
other five million radio sets during the
first six months of this \ear.
Declining medium? The figures cer-
tain!) don't support this conclusion.
Applause
Good neighbors in Indiana
In a business where frequently "dog-
. it -dog" i- the order of the da) . it is
refreshing to note that friendl) compe-
tition hasn't vanished. Recentl) one
pioneei tv station in Indiana decided
to salute anothei . < ul shows the half-
page ad which W I l\. Bloomington
whose general managei is Robert Lem-
on, bought in all three Indianapolis
dailies, saluting W I BM-TV, Indianap-
olis, managed bv llaiiv Bitner Jr.
Plaque is one awarded bv sponsor to
all 108 tv pioneers at the N \li I 15 ( Ion-
vention in < hi< ago in Mav .
Mllliliimiiilllililiiiiiiillilililiiir ■■ ii , hi ..iii;
wm i JM-IT
TV PIONEF.R
i
T\ PIONEER
... In recognition of 5 year, of telecasting
and vnirr to the people of Indiana.
And, now, we want lo add our congratulations
upon the occasion of your achieving maximum
power and additional tower height
SARKES TARZIAN, Inc.- Bloomington, Indiana
108
SPONSOR
Now you can reach even more of Indiana with WFBM-TV!
HIGHER TOWER AND HIGHER POWER
RAISE NO. OF TV HOMES COVERED
BY 65.4%
Our recent powei increase (to 100,0(10 waits ERP) and our new tower
(1019 ft.) accomplished this:
• Extended our coverage area to 80 miles
from Indianapolis in all directions
• Added 76.1% more households
• Upped no. of counties covered by 122.2%
When you consider the number ot tv homes now within reach of your commercial
on WFBM-TV — more than 660,000 — you must consider Indiana's Number
One Television Station. Foi further details, check with the Katz Agency.
WFBM-TV Indianapolis • CBS
Represented Nationally by the Katz Agency
Affiliated with WEOA, Evansville; WFDF, Flint; WOOD AM k TV, Grand Rapids
a
iCIVc^V 2°
K
t»
advertisers use
RECEIVED
AUG 13 1954
NBC GENERAL LIBRARY
OUN UIL lUmr ANY DOES A COMPLETE JOB
WMBG
WCOD
WTVR
SO DO HAVENS AND MARTIN, Inc. STATIONS...
When you "fill er up" with SUNOCO ... the
power flowing into your tank is the result of a
complete job of production. The exacting
scientific control at SUN's catalytic cracking plants,
such as the above in Toledo, insures the best in
petroleum products. Together with modern
distribution and salesmanship, Sun Oil Company
stands a leader in the field.
Havens & Martin, Inc., also gives you power . . .
"sales" power from Richmond to the rich areas
throughout Virginia. Creative programming and
public service on WMBG, WCOD and WTVR has
built large and loyal audiences. Join the other
advertisers using the First Stations of Virginia.
WMBG WCOD WTVR
First Stations of Virginia
Havens & Martin Inc. Stations are the only
complete broadcasting institution in Richmond.
Pioneer NBC outlets for Virginia's first market.
WTVR represented nationally by Blair TV, Inc.
WMBG represented nationally by The Boiling Co.
lanum power— 100,000 watts at
'aximum Height — 1049 feet
TV
9 AUGUST 1954
50* per copy* $ 8 per year
i
Spot radio: bigger
than jfou think
page 31
,
THE ALL-MEDIA
BUYER AT Y&R
page 34
Tv Dictionary/Handbook
for Sponsors: Part i
i
page 38
The radio station
that works outdoors;
a picture story
page 40
100% air budget he
Doeskin tissues get
national distribution
page 42
■■
How ARBI tests helped
convert Hale's Dr
Store to use ol
:age 44
t0 otMHC up
m ... MORE THAN
125 STORIES HIGH!
KWTV's new tower — soon to be the world's tallest
man-made structure — is rushing skyward toward its
1572 -foot destination.
And KWTV's new studios — soon to be among the
largest and best equipped in the Southwest — are also
near completion.
Here's a glimpse at the KWTV picture you'll have by
October I:
1 572-foot antenna
316,000 watts — video
1 58,000 watts— audio
Oklahoma's largest coverage area* —
1 ,401 ,400 population;
$1,326,048,000 retail sales
More people, more money, more
TV homes than any other
Oklahoma station!
"100 microvolt orea por engineering computations. Population and solos
figures — 1954 Solos Management Survey of Buying I
Oklahoma's Number 1 television station is heading
fast toward new heights of sales-effectiveness. You
can buy this coverage now for your fall campaigns.
Ask us for the complete story!
FRED I. VANCE
Sales Manager
EDGAR T. BELL
Executive Vice-President
KWTV - CHANNEL 9
OKLAHOMA CITY
REPRESENTED BY AVERY-KNODEL, INC.
Key am stations
plan coalition
Radio-tv learning
print tricks
Brassieres and
girdles on air
Spot radio is
tonic for S.S.S.
Phillips mixes
film and football
Station breaks
a plus for RCA
Long-discussed coalition of top-prestige, high-powered radio stations
may become reality within 30 days. Group would serve national spot
advertisers via tape. Dissatisfaction with network radio is behind
series of meetings stations are holding on subject. Group, now known
as Quality Stations Association, may run to 25 or 30 stations ; main-
tain (in addition to individual station reps) own offices in key
cities; clear choice time.
-SR-
Radio and tv are moving rapidly into preserves of printed media. NBC
TV "Home" show, for example, is taking cue from women's magazines
by working with department stores. Regular features of show now is
department store of the week in which cameras pay visit to store.
Show and sponsors benefit from promotion store does to reciprocate.
-SR-
Other respect in which air media are breaking print monopoly is in
type of clients being attracted. Exquisite Form Brassiere campaign
this fall in network tv (ABC) and radio (CBS) is b igg e st bra ssiere
effort in network history. (See profile on Exquisite Form ad manager,
page 24.) Locally, too, women's undergarments are on air. Article
this issue tells of Hale's department store in Sacramento and test
it made of radio, including girdle and brassiere commercials. Note
particularly girdle copy (page 44) which gives frank description of
girdle advantages without inhibitions of former years.
-SR-
When S.S.S. Co. of Atlanta found sales of its tonic going down despite
heavy newspaper advertising, firm tested radio. Results were so en-
couraging firm expanded spot radio use until today it's buying time
on 305 stations. Sales are up ov e r 300^ since co m pan y st arted radio
in 1951 ; advertising was seasonal, is now year- 'round. Radio budget
in 1954 is $500, 000-plus or 80% of total. Firm will put tonic on
market in tablet form after Labor Day.
& Weinstein, Atlanta.
-SR-
Agency is Day, Harris, Mower
Phillips Petroleum approach to spot tv gives firm 2 different pro-
gram formats while preserving advantage of 52-week discounts.
Phillips airs football in fall, is on air rest of year with film
show, Ziv's "I Led 3 Lives." Lambert & Feasley, Phillips' agency, is
seeking to pick up show in 40 markets, now has 28. Show was in 23
markets for Phillips last year.
-SR-
Station breaks on NBC 0&0 stations now give call letters followed by
line: "A service of RCA." Thus parent company gets benefit of
millions of trade name impressions weekly, including display of
trademark in tv breaks.
SPONSOR. Volume s. No. in. 9 August 1934. Published biweekly b> SPONSOR Publicaiions. Inc.. at Slin Elm Ave.. Baltimore, M<i. Executive, Editorial. Adverti?.
culation Offices 40 E. 49th St.. New York 17. $S a year In U. S. $9 elsewhere. Entered as second class matter 39 January 1949 at Baltimore. Md. postoffice under Art of 3 March 187t
REPORT TO SPONSORS lor !> August 1954
Factbook digests
tv rates cards
Radio commercial
is star-maker
Show sans scenery
costs more
Heinz makes
tv plunge
Ingenuity clears
tv time
Commercial at
end weakest
Buying full hour of Class A time over all 382 commercial tv stations
on air mid-July would cost $194, 875. That's among facts gleaned from
fall edition of semiannual Tv Factbook just published by Television
Digest. Figure amounts to average of 5510 per station for time only,
not including talent, line and other costs. Factbook digests rate
cards, gives complete data on technical facilities, ownership and
executive staffs of all tv stations.
-SR-
Measure of impact radio commercial can attain is given by Hunt's
tomato sauce e.t. ("I love to cook and cook and cook"). Girl who
sings it got Columbia Records contract a fter ta l ent scout heard com-
mercial. Girl's picture with her sponsor is on page 33 of this issue
in story on spot radio.
-SR-
Recent Auto-Lite "Suspense" show reached ultimate in "no scenery" tv
drama (via Cecil & Presbrey). Story called for movie theatre setting
so cameras were turned loose on studio itself, a former theatre. In-
genious staging without scenery, however, didn't mean cost saving.
Show came in over usual budget because total of 6 cameras were used
for chase scenes up and down stairs of theatre.
-SR-
H. J. Heinz Co. has joined majority of major food firms as big-time
tv spender. It will put half-hour film drama in 33 top tv markets
on spot basis this fall via Maxon agency. Show is "Studio 57," drama
packaged by MCA TV. Heinz is also buying 3 announcements weekly in
NBC TV's "Home" on 52-week basis. Firm's first national tv effort
represents major portion of budget. Radio may be added.
-SR-
Clearing prime spot tv time takes ingenuity of one-armed paperhanger.
Recent coup scored by buyer netted his client slots next to top eve-
ning shows in one of biggest markets. Buyer learned strike would
take b ig local client off air. Within minutes he had local client's
time tied up for duration — which lasted 2 months.
-SR-
Worst spot for commercials is at e d of show. That's conclusion
Daniel Starch and Staff makes from studies for clients. When viewer
knows show is over, says Starch, closing commercial drops 50°^ or mor e
in viewing compared to other commercials on same program.
Veto national .spot radio ami tv business
SPONSOR
PRODUCT
AGENCY
STATIONS-MARKET
CAMPAIGN, start, duration
Birdscye Food Co.
Wh.tc Plains. NY
Ccncral Foods. NY
H I. Heinz Co
Pittsburgh. Pa
RCA NY
Rockwood and Co.
NY
Rockwood and Co
NY
Shell Oil Co NY
Frozen Meat Pics
Y&R, NY
Instant Jcllo Y&R, NY
Soups, spaghetti Maxon NY
catsup 'maior prods
in Heinz 57 line)
RCA prods and services Kcnyon & Eckhardt.
NY
Rockwood Bits and Paris & Peart. NY
Waters
Rockwood Bits and Paris & Peart. NY
Waters
Shell oil and gasoline | Walter Thompson.
prods NY
18-20 radio mkts
75-80 mkts
33 mkts
NBC o&o stns
45 mkts
NY Chi
12 radio mkts
Radio: live min anncts: 23 Aug: 10-12
wks
Tv: film anncts. early Aug; 2 wks
Tv: "Studio 57." "j-hr drama film: 12
Sep; 52 wks
Tv: mm anncts. partic : 2 Aug: 13 wks
Radio: mm anncts: 27 Sep: 13 wks
Tv mm anncts. partic. 27 Sep: 13 wks
Ridio mm anncts: early Aug: 8 wks
SPONSOR
One of America's
Pioneer Radio and
Television Stations
WGAL • 33rd year
WGAL-FM* 7th year
WGAL-TV* 6th year
Lancaster, Penna.
Steinman Station
Clair McCollough, President
316,000 WATTS
Represented by
M E E
New York
Los Angeles
K E R
Chicago
San Francisco
9 AUGUST 1954
the magazine r
advertisers use
ARTICLES
Spot radio: hlguer than i/oii think
In 1953 national spot radio billings hit a healthy $135 million. But many adver-
tisers still don't fully understand the medium. This report is designed as a guide
to top management in particular
II Ml it I VERS: 2. The all-media buyer
Second in a series explaining the organization of media departments in Top 20
agencies. Examined in this issue is the all-media buyer system as it operates at
Young & Rubicam
Radio van air dresses wttmpum
Unlike majority of retailers, Phoenix squaw dress shop owner is heavy radio user.
D.j. show is helping boost sales to $150,000 mark in first year
Tv Dictionary / Handbook for Sponsors
Here is first installment of information-packed tv lexicon edited by Herb True,
advertising professor at University of Notre Dame
31
Hi
37
38
Volume 8 Number 16
9 August 1954
DEPARTMENTS
TIMEBUYERS
AGENCY AD LIBS
49TH & MADISON
NEW & RENEW
MR. SPONSOR, Herbert Leeds
P. S.
NEW TV STATIONS
TOP 20 TV FILM SHOWS
TV RESULTS
AGENCY PROFILE, William Mcllvoin
SPONSOR ASKS
ROUND-UP
RADIO COMPARAGRAPH
NEWSMAKERS
SPONSOR SPEAKS
1
2.
2i
5
\
10
1'
14
Life at a radio station
WOLF, Syracuse, employees get their sunburns while they work — in a specially
built outdoor patio. Pictures show staffers enjoying sun during office hours -JO
100% air hmlget puts over higher-priced Doeskin
Daytime network tv, radio women's-appeal shows helped facial tissue firm get
national distribution, boosted sales 34% in just one year -12
1 department store tests radio
One of most recent department store converts to radio is Hale's of Sacramento.
Article explains what store learned from special ARBI newspaper-vs. -radio tests
in which equal amounts were spent for both media / I
Some plain facts aboat nhf
Today more than four out of 10 U.S. tv markets have uhf stations; about 10%
of all video homes are equipped to receive uhf. Status report gives advertisers,
agencymen a comprehensive look at uhf's problems, potential iti
SPONSOR index for first half of 1954
Articles and departments are indexed here under convenient headings. Extra
copies of this index are also available to subscribers without charge Hi
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Vice President & Gen. Mgr.: Bernard Piatt
Editorial Director: Miles David
Senior Editors: Charles Sinclair, Alfred J. Jaf
Department Editor: Lila Lederman
Assistant Editors: Evelyn Konrad, Joan 8
Marks, Keith Trantow
Contributing Editor: Bob Foreman
Editorial Assistant: Karolyn Richman
Art Director: Donald H. Duffy
Photographer: Lester Cole
Vice President and Advertising Director: Re
erf P. Mendelson
Advertising Department: Edwin D. Coop
(Western Manager), Homer Griffith (Soul
west Manager), John A. Kovchok (Producti
Manager), Ted Pyrch, Ed Higgins
Circulation Department: Evelvn Sati (Su
scription Manager), Emily Cutillo, Morton
Kahn, Kathleen Murphy
Secretary to Publisher: Augusta Shearman I
Office Manager: Olive Sherban
COM I NC
( anadian Section
Five-part section on Canada will give latest facts, figures, outlook on Canadian
radio, television. Highlights of air advertiser activity and list of all Canadian
radio stations with rates and reps will be included — •» lll(/.
Published blutekly by SPONSOR PUBLICATIONS
romblned wllh TV. Executive . Edltorltl. Circulation.
Adrertltlng Officei: 49th A Madlion 140 E 4»U)
New York 17. N. T Telephone: MTrray Hill *■'■
Chicago Office: 181 E. Grand At*. Phone »\'v)
Pallas Offlc*: 2TM Carlltle S! Pl,.w:
dolph 7381. West I " Sumet Bool<
phone: Hollywood 4-8069 Prtn
Office Baltimore 11. SU. Subscript*
Vnlto<l states $s i year Panada and foreign $». 8lJ
Print**] In r s \ ill correal
dance I - N rork IT. N. T. MO
rrlght 19M SPONSOR PUBLU
TIONS INC.
HERE'S
A MOUTHFUL
ABOUT RADIO IN ARKANSAS!
Being the one and only 50,000-watl station
in Arkansas -and doing a 50,000-watl job
in every phase of programming KTIIS is
laturally getting such results as have never oc-
curred before in the State.
Witness this letter from George V. Anderson, of
Radio Sales and Advertising Agency, Topeka :
"This is your authority to continue the campaign
for our client, Kinreco Products, on a TF basis.
We truly believe in giving credit where it is due
and are happy to say that results have been very
pleasing in your area due to our schedule on your
station."
KTHS gets interference-free daytime coverage with
more than 3% million people — primary daytime
coverage of more than a million people!
Ask your Branham man for the whole KTlls
story.
50,000 Watts • . . CBS Radio
Represented by The Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
■>TLJC
IV I 119
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
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"^
I imothfi O'l.earu. Catkins & H olden. New
York, says that nighttime radio is still a top buy
particularly for male products. "Many of the 6:00 to
7:30 p.m. shows arc getting higher ratings than
early-morning radio," odds Tun. "And, of course,
there's the factor of money-. A lot of radio stations
lian- adjusted their nighttime rates down to their
daytime rate-,, making nighttime a better buy yet."
He also believes early-evening audiences are more
receptive to commercials because they're more
wide awake and more relaxed than in the morning.
Jean fVifbon. Dowd, Redfield & Johnstone,
York, feels the Colts Beverages success story in
Sew York may establish a pattern for other pack
aged products which want to get a foothold rapidh
in a ni'U area against entreat lied competition,
"Through a combination of saturation spot radio in
the summer and tv in the winter, within less than a
year Cott attained more recognition than some
competitors got in a decade" says Jean. "And sales
are still rising, although other soft drinks have long
supported by heavier advertising appropriations.
Huu Stone. \faxon, Vew ) orb, is concerned about
the loch of reliable market and station information.
"Market data have u way nl being either incomplet,
or obsolete." he told SPONSOR. "Its difficult to
make sound judgments in time buying without
these basic tools. Alter all. a buyer's choice de-
pends upon his evaluation of his client's sales and
distribution problems in a particular market, (such
ns the type of consumer it is aimed at and under
what circumstances)- product objectives that h>'
must correlate with up-to-date market data."
Joseph T«*ri/. tuples Agency. New York, has
conclusive prool that radio-tv advertising by one
member of an industry benefits the entire industry.
"I'm referring particularly to our European Travel
cade May 6 campaign,'' Joe told sponsor. "Here >
a case of a group of low-budget advertisers in the
travel field getting together and sponsoring a night-
time radio-ti package deal on a cooperative basis
Some ol the sponsors were actually directly com.
petitive like KI.M. Panagra and the C.unard lines
Hut the entire project promoted travel."
SPONSOR
LET
WHAM
NEW PERSONALITY FOLDER
RADIO SELL FOR YOU Write
for
it!
The STROMBERG CARLSON Station, Rochester, N.Y. Basic NBC -50,000 watts -clear channel -1180 kc
GEORGE P. HOLLINGBERY COMPANY, National Representative
9 AUGUST 1954
SFiep Talk...
Remembei the old fashioned general store...
and the friendl) propi ietoi , whose pei sonal
recommendation meani so much to the mm. ess of
a product? Today, W'CI'.S Radio's John Henrj
Faulk (anics on thai tradition. Authentically
and with easy conviction, he uses tried and
true old-school selling principles- bulwarked
by nil the tools of modern merchandising.
And John Henry is abou( as persuasive a
talker as they come, f le\ an authoi it\ on
the language and lore ol our American heritage.
He developed his skill as a folk humorist while
teaching at the University of Texas. And nurtured
it by collecting firsthand samples of folklore
(on a Rosemvald Fellowship) for the Library of
Congress. He even lectured on the subject at Yale.
But then Johnny'U talk anywhere, to every-
body within earshot. He's mighty convincing
when he's commercial, too. Especially since his
friendly on-the-air shop talk (he's one of the top-
rated personalities among New York's majoi
stations) is backed up by extensive point-of-sale
promotion in more than 900 metropolitan stores
throughout New York's five boroughs, Long
Island and northern New Jersey!
John Henry Faulk is just one more reason
why WCBS Radio has the largest average share
of audience in New York. II you'd like him to talk
shop about your product (people'll cat it up!),
call us for particulars on participations.
OSGBS RAB1G
New York • 50,000 -watts ■ 880 kilocycles
CBS Owned • Represented by CBS Radio Spot Sales
HE
The Long
and the
Short
of it-
KSDO is finl in San Diego . . .
and that's the long and short of it.
Surveys, ratings, mail-pull . . .
any way you look at it, KSDO tops
every station in this rich
billion dollar market
May we give you the long and
short of it . . . tell you why
KSDO delivers the moil listeners
per dollar in San Diego?
KSDO
1130 KC 5000 WATTS
Representatives
John E. Pearson, Co. New York
Daren MtGavren San Francisco
Walt Lake Los Angeles
by Bob Foreman
The subject of the pilot film i- worthy of a pica or two on
these pages since it is of such growing concern to the buyers
of tv programing and of growing co>t to the producers of
same. Although there are those entrepreneurs and a few
stars as well who are still bold enough to use the routine —
"You know my work, so a sample isn't necessary" — most
are now quite convinced that a pilot example of what they are
out to sell is essential even if the proposed series is out of
Dickens by Martin and Lewis.
Though some attribute this state of affairs to complete lack
of imagination on the part of sponsors and/or utter ignorance
of "show biz'" by agencies, the writer of this tract is of the
school that both these comments should be answered with a
loud "nertz." I subscribe to the point of view that the cost
of 39 television fil ms and 13 reruns in a non-cancellable con-
tract is of such proportion- that I personally feel a lot more
secure after having some prima facie evidence of whether
Mr. Big knows enough to employ folks who can run film
through the camera in the right direction. Lord know-, this i-
asking little enough and actually constitutes a bare minimum
of protection.
When a supersalesman, out to peddle a no-pilot series, tries
to counter mv request for this evidence with "The fact" that
he would be embarrassed to ask a star of the stature of
Toodles DuFeur (signed exclusively to him) to perform in
what is really an audition. I am then inclined to make un-
couth noises with my tongue. I know very well that Miss
DuFeur. in the feature- -he's made, couldn't speak her own
name correctly without seven takes and when she had to hum
Home. Street Home, a multi-thousand-dollar dubbing job was
required. Realizing that tv can't afford these luxuries. I then
make a point of saying to Mr. Big. "That is your problem,
sir — yours and Miss DuFeur's."
However, if I know the gent well enough to call him Sam
I might even add that. \u>\ between u-. we're taking enough
of a chance even alter the pilot i- shot, edited and neatly
coiled in the can. For. with 38 more -how- to go. experience
has -how n me how easy it is to miss between Pilot and Film
No. 2, and there's no telling how much more difficult the pace
will get as the episodes roll along. Or. as has been perpe-
trated before, the pilot niav reveal credit- whose name- will
I Pit-use turn to page 62 l
10
SPONSOR
it's not the
\
REACH
...it's the
PULL
i
*
,...- M ...-— —
*KARK pulls 66 "firsts" among 72 quarter hours reported by
the March 1954 PULSE Area Study — 11 times as many as all
other Little Rock stations combined!
Why holler at the hills with a lot of wasted wattage
when the folks you want to reach in the Central
Arkansas market listen most to KARK? Your pros-
pects tune in the station that offers the best pro-
gramming. In the Central Arkansas market most
radio homes keep tuned to 920 — KARK — because
they prefer KARK's popular local and NBC net-
work shows, as proved again by PLLSE: the ten
top evening shows, ten top daytime five-a-week
shows, nine out of ten top daytime Saturday and
Sunday shows are all on KARK. It's program pop-
ularity and proved listenership like this, rather
than power alone, that attracts customers for you.
Or to put it another way, it's not the reach — it's
the PULL!
Advertise where people listen most, where the cost is low — on
ARKANSAS
PREFERRED
STATION
©©
SEE YOUR
PETRY
MAN TODAY ^
9 AUGUST 1954
11
Want to reach
the people 1 in
the Dakota area?
~-Graffon
aUDAIK
Buy KXJB-TV
FARGO — VALLEY CITY, N. DAK.
Compare! KXJB-TV "l^
Sea level L410 ft. 9. r >0 ft.
Antenna 1085 ft. 433 ft.
Above sea level 2495 ft. i:*H.'J ft.
Power 100 KW 65 KW
Sig. "B" area App. 75 mi App. 52 mi
Has,- "A" rate $200 hr. $200 hr.
Channel 4 6
Channel 4, the atate's choicest channel,
was allocated to Valley City making it
possible lor KXJB-TV with maxinium
power and L085-ft. tower to cover
Fargo-Moorhead, Grand Forks, Devils
Lake. Jamestown, Valley < 'it j . Wahpe-
ton, Breckenridge and Crookaton with
a good solid Hill microvoll signal. 7 mar-
ls i i - t..r t hi' price of one. i See mapi.
MARKET DATA: Over 135,000 urban
mil rural families within 50 M V M
line. Average retail Bales per household
' per vr. I urban and rural . Aver-
retail Bales i>er household $6794
rgo i rade area bet ter average
than auch cities as Boston. Los Angeles,
I >etroi< . M inneapolis.
PROGRAM POLICY: Serving the pre-
dominant Dakota agricultural area
with true "Farm Programming",
KXJB-TV is ably assisted by a pro-
(!r:nii advisory board of the North
Dakota State Agricultural College
REPRESENTED BY WEED TELEVISION
SALES OFFICE: BOX 626, FARGO, N. D.
PHONE 446-1
NORTH DAKOTA BDCST. CO., INC.
KSJB-600 K.C. JAMESTOWN, N. DAK.
KCJB-910 K.C. MINOT, N. DAK.
KCJBTV CH. 13 MINOT, N. DAK.
\LX*JB- tV ^®S VA » B V CITV-FAW0,Mn
CNANNIl «9. \jjj/ 100,000 »VA.TTS
m\m
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
FALL FACTS ISSUE
\ n I breaker in -i/<\ so was
your eighth annual Fall Facts issue a
record breaker in the amount of perti-
nent, |iiili\ information crammed in
bighl) readable form into its pages.
Congratulations to the staff of SPON-
SOR mi a monumental task. superhk
done.
Si i.\ ester I.. Weaver Jr.
President
SBC, In,:. Xeu York
Just received m\ issue of Fall Facts
and believe me. this i- the finest issue
in date. It ii>\<Ts aboul everything of
interesl t<> radio and tv owners and
managers, plus a down-to-earth discus-
sion of the various problems facing
the industry .
This is a job "better" than well
done.
Jack Snydkr
Maiidiiiiiii Director
WFBG-ll
Altoona
MEDIA SERIES
Thank you for \our entire series on
media. Thank you especially for Part
22. "III. Psychologj of media."' [3
May 1954, page 34], and your invita-
tion to express an opinion of Dr. Dich-
ter's \ iews.
I agree with Dr. Dichter so whole-
heartedl) in regard to most of the
points he has established that I feel it
would be needless and churlish of me
to challenge one area, minor in im-
portance, of disagreement.
It is m\ good fortune to have no
feat- regarding my job or in\ future.
I have countered constant!) the barrage
of statistics which bombard nrj office
with personal observations related to
uhai I have been calling "climate of
readership." I have insisted thai mere
aie no absolutes in media appraisal.
and that an) media appraisal must he
til. ited to all t\ pi'- o| media, and spe-
lift' media within each type on a rela-
tive basis, interrelated with marketing
information, sales facilities, merchan-
dising possibilities and the type of cre-
ative effort to he used. I have refused
to consider P.I.B. data while making
a media selection. I have not been
deeph impressed ever l>\ what the cli-
ent - competitoi ha- been doing be-
cause I am certain that man) advertis-
ers do plaj follow the leader.
I have been foolhard) enough to
challenge tin- authenticity of rating
services for all t\pes of media. It has
been m\ strong < ontention for man)
\ears that too man\ admen are trying
to conceal their lack of talent or in-
abilit) t<> think clearly through new
problems with an eagerness to accept
statistical data as the answers to prob-
lems which require creative thinking.
Naturally I am delighted to find
agreement with my thinking from so
eminent a source a- Dr. Dichter.
Thank you again lor publishing this
article which I think is a valuahle con-
tribution to the entire advertising pro-
fession. It should he read h\ everyone
who really wishes to he an adman in-
stead of an accountant.
I iiw usd B. Pope
Director of Media
James Thomas Chirurg Co.
Boston
• "III. Paj eliologj o 1 media* 1 i* pari of the
2n-arliele Vll-Medi.t Series, aom bring reprinted
in lmok form. *lou may reserve a ropy now.
I'riee w ill In- * I
We wish to reserve a cop) of \our
\II-Media Evaluation Series hook.
Please send a cop\ of the stud) to us
when ready and hill this corporation.
1". E. Bensen Jr.
Advertising Manager
Canada Dry Ginger He
\ en ) oi I.
Would you please -end me the Mi-
Media Evaluation Stud) when ready?
Ma) I reserve m) cop) now?
J \MI s \\ I I HKRF.t.I.
/ ice President
Russell M. Seeds Co.
Chu
• SPONSOR*! 2t>-\<.trl Mi-Media Ktaluatioti -.
rlej will be pnbluked in book form ihi- noatft
I'n. . is SI each. You may rr-rrir your rop>
do* b] irritim to I" Bart W St., New York IT
HIGHER MATHEMATICS
In his stor) on Wildioot "Win
Wildroot ha- LOO ad budgets," 12 Jul)
i /'lease turn to jiage 1(> I
12
SPONSOR
THE Daily Double
in Jackson, Michigan
SEARS *WKHM
ROEBUCK and CO.
A WINNING COMBINATION
Here's just one example of how WKHM
achieves big results in the big-dollar Jack-
son market ! Using WKHM only, Sears ran
spot announcements featuring washers and
dryers ... 22 spots for a total cost of
only $143. This promotion sold over $6000
worth of advertised items alone. Proof that
in Jackson, Michigan, WKHM reaches the
people who buy.
Needless to say, Sears-Roebuck and Com-
pany now uses WKHM regularly. Your
product message can reach this same ready
audience. Buy WKHM, Jackson . . . valu-
able corner in Michigan's Golden Triangle.
represented by Headley-Reed
A PACKAGE BUY OF THESE THREE
STRATEGICALLY LOCATED MICHIGAN
STATIONS OFFERS YOU MAXIMUM
COVERAGE AT MINIMUM COST.
Michigan's Golden Triangle
WKMH
DEARBORN
5000 WATTS
1000 WATTS— NIGHTS
WKHM
JACKSON
1000 WATTS
WKMF
FLINT
1000 WATTS
high
U
ON-AIR" at WBRE-Tl
New RCA 12.5-kw UHF Amplifier -
added to RCA's "1 KW UHF"- provides
a complete RCA 12.5-kw UHF transmitter for WBRE-TV
Without discarding a single unit
of its original RCA UHF equipment,
WBRE-TV has boosted power to
22 i k\v ERP— in just one step. When
\\ BRE-TV installs an RCA High-
Gain UHF Antenna, ERP will go
up again -to 500 KW.
WBRE-TV's achievement in
power boost is another example of
the way RCA "Matched Equipment
Design" pays off for UHF stations
now operating with an RCA
"1 KW". It assures peak operational
performance throughout the system
—and at any power level. It enables
you to use your existing RCA equip-
ment as you step up power from 1
kw to 12.5. It protects your in\<
ment.
Are YOU one of the many Ul
stations now operating an R<
"1 KW"? If you are, you have cho:
your basic transmitter wisely. ^
can add an RCA 12.5-kw amplil
and continue to use your 1 KW
the driver— intact and without mo
fication. Moreover, you can go
color — without spending a dii/u
convert your transmitter.
Play it safe. Plan your UHF po^
saaa ssbq
QQQQ
OK FOR COLOR
Tho TTU-I2A Transmitter, lilt* all RCA TV Tr an
mifttri new in production, it designed to m
fully the now FCC Color Standards and to prevl
high-quality color picture transmission when us.
with RCA Color Video Input Equipment.
at rease with an RCA completely
tched UHF system all the way —
mi the I KW transmitter to the
ver light.
ower UHF
likes -Bane, Pa.
3 or help, call your RCA Broadcast
es Representative. In Canada,
ite RCA Victor Ltd., Montreal.
C FOR BULLETIN ... For complete infor-
on on the RCA 12.5-kw UHF
smiiter — call your RCA Broad-
Representative. Ask for the
illustrated, 1 2-page bro-
e describing RCA's Hi-
er UHF transmitter.
Conventional, small-size,
RCA 6448 Tetrode used in the RCA 12.5-kw UHF Transmitter.
RCA-6448 Power Tetrode-
heart of the TTU- 1 2A, I 2.5-kw
UHF Transmitter.
It is used in the kind of circuits
every station man knows how
to tune.
It saves power and tube costs
(up to $34,000 over a ten-
year period).
It's small, fits into easy-to-
handle cavity assembly.
It's a standard type — can be
obtained from your local RCA
Tube Distributor.
One type covers the entire
UHF band, 14-83.
RCA PIONEERED AND DEVELOPED COMPATIBLE COLOR TELEVISION
RADIO CORPORATION of AMERICA
ENGINEERING PRODUCTS DIVISION
CAMDEN N
mi
•5 -o °
L_
IT,) sponsor, page 12], Kciili Tran-
" \i ;in advertising convention in
White Sulphur Springs a \<-ar ago
Maurei was asked bj a sponsor re-
portei after a golf game how much a
golfer would lose if he losl ever) bet
at ]<>< a hole, to be doubled on each
hole. In less than one minute — be-
tween soaping and showering Maurer
had it figured out: 'Ovei 813,000.'
(Exacl figure: 113,107.20.)"
Do the) pla) 17-hole courses in
\\ lute Sulphur Springs oi is sponsor
half right'.' The exacl figure should
be $26,214.30. . . .
L. Herschel Graves
General Manager
WTAL
Tallahassee, Fla,
• The) i»l;t> l8«hole eouraes in \v lute Sulphur
Springs. Hut Maurer forgot our tiling tthrn
solving the problem. The figure e! 813,107.20 ..
tohal the .lutT. i Mould lojte on ju*t tht* 18th hole
On |hc proce e ding 1™ holes he v.ould have lost
a total of $13,107.10 which, .i.l.l. . I to the amount
I..-I on the I Hll. hole, makes 126,214.80.
RADIO TV DIRECTORY
I understand that you have offered
gratis a New York and Chicago Radio/
Tv Directory.
Several requests for the directory
have been sent to me and so I shall be
most grateful to you if you will mail
three copies to my attention.
JOSEPHINK ZlTELLA
Librarian
Foote, Cone <£• fielding
Chicago
Just saw a copy of your Radio and
Tv Directorv of New York and Chi-
cago. I think that it'd be a very handy-
thing to have in the old vest pocket,
and would appreciate ver\ much re-
ceiving a copy. Thanks very much.
Don Phillips
WEW, St. Louis
• SPONSOR'S 1954 Radio Tv Director) i» avail-
■hie fr«-.- of charge to subscribers.
Practically everything SPONSOR does
i^ very, ver) good and extremel) help-
ful. 1 thought 1 would let you know
that the Radio T\ Director) is another
excellent accomplishment.
I have onl) two criticisms which I
believe are in line. One i> that our
compan) in Chicago is no longer at
160 but is now at 135 North Michigan,
m hich i- the Tribune Tow< r.
Since I read the entire hook cover to
cover, I noticed that you also rnis-
Bpelled the '"Hotel Bismarck."
Thank vou ver) much for the hook
as it is an excellent service.
John 1). Stebbin*
The liolling Co.
Chicago
RESULTS BOOKLETS
We have learned vou are offering
"Tv Results" 10") \ to new subscribers.
Since we alread\ subscribe to your
fine magazine, we were wondering if
we were eligible to receive this also.
We would like \er\ much to have a
copy.
\I \mi.\ \ li DCE
Litter, Xeal & Battle
Atlanta
Wciuld you find it convenient, feasi-
ble and reasonable to send us a few
copies of Tv Results and Radio Re-
sults'.-' We will appreciate it much.
Frank M. Devaney
V .P. & General Manager
UWIX Broadcasting Co^
St. Paul-Minneapolis
• The I"'.". I edition of Kadio I!, -nil- and Tv
It. -ult- are iu»t off the proas. I lii . are available
free to subscriber*: extra ropir.. 81. Ouanlit.
pi-ire* on r. .[ii. -i
TV DICTIONARY HANDBOOK
\- subscribers to SPONSOR we are
anxious to obtain copies of your pub-
lications titled, "Tv dictionary/hand-
hook for sponsors" and the Program
Guide. Will vou please let me know-
how this can be done.
Beatrice Spivack
Librarian
Hill & Knoulton
New York
• II.. 1954 Program Guide bj availablr free
to subscriber*. Kxtra copies cost 82 each. The
1954 "Tv dictionary handbook for spoD.or»" i.
appearing In SPONSOR starting this issue, see
page :ik.
WEEKEND RADIO
\ few months ago I attended a BAB
committee meeting in New ^ ork at
which Eastern and Midwestern sales
managers present talked about their
""weekend problem." I was surprised
then, just as I was surprised to see the
hig storv in \our June 2!! issue indi-
cating that a problem even exists
| ""Weekend radio: are \ ou missing a
good bet?" page 33]. KBIG always
i Please turn to /><;;.<• 94)
16
SPONSOR
C ^ £ Q C
S-tM!
5 J J J J
a
a
■52
I
I
S
q
O
w
*
^
£
X
^
©
i
44,578 VIEWERS
WANTED OUR
TRADE-MARK...
C()\ KK \CK M U'-l.ased on
44,57;: entries in "Win A Waga"
contest, March, L954. Of the total
culm-. 38,95] or 87'.' came from
Metropolitan \tlanta — Georgia's
richest trading area. 5,079 came
from other Georgia localities. 5 18
came from oul oi the state. In all,
entries came from 7 state-. I.~>(>
ties, 378 cities. \\ \< - \- 1\ is
n|i\ iouslj top dog iii this rich
market area.
Represented Nationally by
the KATZ AGENCY, Inc.
Tom Harker, V.P. and Nail Sales Director, 118 E. 57th St., New York 22
Who'd ever have thought that 31 Scottie puppies
would pull 44,578 entries in a one-month contest?
To celebrate our 5th Anniversary in March,
we offered our viewers a chance to win a live
replica of our Scottie trade-mark. '"Waga."' every
dav. Entry blanks had to be obtained from local
stores or postal cards mailed in to enter the daily
drawings.
In poured the entries — 14,578 of them. They
came from seven states, 150 counties. 378 cities.
Metropolitan Atlanta accounted for 38.951 or87'<\
Out-of-state entries totaled 518. The balance,
5.079 were outside Metropolitan Atlanta.
Here is coverage where it counts — coverage
that blankets the rapidly-growing, rich Atlanta-
plus market. Let our reps give you full informa-
tion about WAGA-TVs leadership in viewers,
coverage, and selling power.
100,000 WATTS
wa
CHANNEL
CBS "TV, ATLANTA, GA.
18
Bob Wood, Midwest National Sales Manager, 230 N. Michigan Ave., Chicago
SPONSOR
1.
2.
New and renew
/Veil? on Telcvi
SPONSOR
sion Networks
I AGENCY
Aluminum Ltd. of Canada
American Dairy Assn, Chi
American Express, NY
American Home Prods, NY
American Motors Corp,
Detroit
American Oil Co, Bait
Bendix Div, Avco Mfg,
Cinci
Brillo Mfg, Bklyn
Campbell Soup, Camden
Derby Foods, Chi
Elgin Natl Watch Co,
Elgin, III
Exquisite Form Brassiere,
NY
Crove Labs (Fitch), St L
Walter H. Johnson Candy
(Power House), Chi
Nash Motes Div, Amer
Motors Corp, Detroit
Norcross, NY
Owens-Corning Fiberglas
(textiles), NY
Prince Gardner (wallets),
St L
Quality Jewelers of
America, NY
Scott Paper Co, Chester,
Pa
Standard Brands (Royal
puddings), NY
C. A. Swanson, Omaha
Toni Co, Chi
Wesfinghouse Elec, NY
JWT, NY
Campbcll-Mithun, Chi
Benton & Bowles, NY
Blow, NY
Ceyer, NY
Jos Katz, Bait
Earle Ludgin, Chi
JWT, NY
Crey, NY
McCann-Erirkson, NY
Young & Rubicam, NY
Crey, NY
Harry B Cohen, NY
Franklin Bruck, Chi
Cever Adv, Detroit
Abbott Kimball, NY
M:Cann-Erickson, NY
Crey, NY
Crey, NY
JWT, NY
Ted Bates, NY
Tatham-Laird, Chi
Leo Bu.-nett, Chi
McCann-Erickson, NY
STATIONS
CBS TV 67
ABC TV
NBC TV 49
CBS TV 79
ABC TV
ABC TV
CBS TV 78
ABC TV
NBC TV 49
ABC TV
ABC TV
ABC TV
NBC TV 49
Du Mont 80
CBS TV 107
CBS TV 67
NBC TV 49
NBC TV 49
ABC TV
CBS TV 67
NBC TV 80
CBS TV 45
CBS TV 87
CBS TV 99
PROGRAM, time, start, duration
Omnibus; Sun 5-6:30 pm; 17 Oct; 26 wks
Disneyland; alt cospon W 7:30-8:30 pm; 27 Oct:
no wks not set
Today; partic sponsor M-F 7-9 am; 21 July; 15
partic
Doug Edwards & the News; M 7:30-7:45 pm; 23
Aug; 52 wks
Disneyland; cospon W 7:30-8:30 pm; 27 Oct; no
wks not set
Washington Redskins Pro Football; Sun 2 pm; 26
Sept; 12 wks
Doug Edwards & the News; W 7:30-7:45 pm; 25
Aug; 52 wks
So You Wznt to Lead a Band; Th 8:30-9 pm;
5 Aug; no wks not set
Today; partic sponsor M-F 7-9 am; 1 Nov; 5
partic
Disneyland; alt cospon W 7:30-8:30 pm; 27 Oct:
no wks not set
Elgin Hour; alt T 9:30-10:30 pm; Oct; no wks
not set
Stop the Music; alt T 10:30-11 pm; 7 Sept; no
wks not set
Today; partic sponsor M-F 7-9 am; 4 Oct; 78
partic
Captain Video; Th 7-7:15 pm; 7 Oct; 30 wks
Stage Show; Sat 8-9 pm; 17 July; 5 wks
Omnibus; Sun 5-6:30 pm; 17 Oct; 26 wk
Today: partic sponsor M-F 7-9 am; 13 Sept; 17
partic
Today: partic sponsor M-F 7-9 am; 26 Nov; 12
partic
Stop the Music; alt T 10:30-11 pm; 7 Sept; no
wks not set
Omnibus; Sun 5-6:30 pm; 17 Oct; 26 wks
Howdy Doody; M 5:30-6 pm; 20 Sept; 52 wks
Robert Q Lewis; T 2:15-2:30 pm: 5 Au«; 56 wks
Jack Parr; Sat 9:30-10 pm; 17 July; 8 wks
Best of Broadway; W 10-11 pm; 15 Sept; 33 wks
Renewed on Television Networks
SPONSOR AGENCY I STATIONS
Best Foods, NY
Co^st Fishe-ies Div, Quaker
Oats, Wilmington, Cal
Colgate-Palmolive, Jersey
City
General Foods, White
Plains
Mars, Inc, Chi
Prudential Insurance, Nwk
Schlitz B-ewing,
Milwaukee
Wm. Wrigley, Chi
Earle Ludgin, Chi
Lynn Baker, NY
Wm. Esty, NY
Benton & Bowles, NY
Leo Burnett, Chi
Calkins & Holden, NY
Lennen & Newell, NY
Ruthrauff & Ryan, Chi
CBS TV 59
NBC TV 49
CBS TV 76
CBS TV 65
ABC TV
CBS TV 112
CBS TV 97
CBS TV 11
PROGRAM, time, start, duration
Carry Moo-e; W 10:15-10:30 am; 25 Aug; 52 wks
Today; partic soon M-F 7-9 am; 24 Aug; 26 partic
Strike It Rich; M-F 11:30-12 noon; 52 wks
Mama; F 8-8:30 pm; 3 Sept; 52 wks
Super Circus; cospon M 5-6 pm; 26 Sept; 13 wks
You are There; alt Sun 6:30-7 pm; 5 Sept; 22
alt wks
Playhouse of Stars; F 9-9:30 pm; 2 July; 52 wks
Cene Autry; T 8-8:30 pm; 13 July 52 wks
(See page 2 for New National Spot Radio and Tv
Business)
3.
Advertising
Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Norman Anderson
Leo Burnett, Chi, acct exec Pillsbury
John W. Shaw, Chi, acct exec
John L. Baldwin
Young & Rubicam, Chi, acct exec
Needham, Louis & Brorby, Chi, acct exec
William Barker
McCann-Erickson, Chi, media
Needham, Louis & B-orby, Chi, asst media dir
Russel A. Behr
Omaha agency
Ayres & Assoc, Lincoln, Neb, acct exec
Paul Edward Belknap
McCann-Erickson, Chi, exec
Needham, Louis & Brorby, Chi, vp & acct exec
William Berech
Kenyon & Eckhardt, NY, acct exec
Same, vp
Frank Bibas
McCann-Erickson, NY, chg film prod
Same, Hollywood, supvr prodn tv commls
George B. Bogart
J. R. Pershall, Chi, vp
Calkins & Holden, Chi, acct supvr
Ann Boniello
Calkins & Holden, NY, asst to chmn bd of dir
Same, admin asst to chmn bd of dir & chmn plans
bd
In next issue: New and Renewed on Radio Networks. Na-
tional Broadcast Sales Executives. New Agency Appointment*
9 AUGUST 1954
X umbers after names
refer to New and Re-
new category
William Berech (3)
C. Dentinger (4)
Richard Mario ff (3)
R. I). Waters
W. C. Matthews (3)
9 AUGUST 1954
19
9 AUGUST 1954
\vir ami rvnrir
3.
4.
5.
tf/rcrfi.viiM/ Igencff Personnel Changes (cont'd)
NAME
Cuiru
John 6
oo ki
CeorM
T. Bryant
Cecil K
Carmichael
North
Clarcy
ThotnJ!
W. Clark
Edward
Cooe
Ccorgc
DePuc |r
Charles
M. Dering
Lovick
Draper
Trevor
Cv.^ns
Carl N
Everett
Vinton
H. Hall
lames
S, H.iuck
W Eld
}n Hazard
Milton
L. Levy
George
0. Ludckc Jr
lames N Manilla
Richarc
Manoff
Williarr
C Matthews
Williarr
Mcllvain
Alan B
Miller
|ohn |
H. Phillips
|ohn P
Roddy
Richard
M. Scanlon
Tom Sh
ea
Ceorge
Stege
Max Tcndrich
Edward Thiclc
Albert
3 Van Brunt
Daniel
Welch
Stalharr
Leon Williams
Roy M.
Winkler
Andrew
Zeis
FORMER AFFILIATION
Leo Burnett. Chi. acct exec Kellogg
Compton, NY. acct exec Crisco
Craybar Electric, NY, natl sis mgr
Benton & Bowles, NY. pub-prom staff
Kudncr NY. acct exec Buick
Young & Rubicam. NY, mdsg exec
Look. NY
French & Preston. NY, exec vp
Foote, Cone & Bclding, Chi, acct exec
D'Arcy, Houston
Pacific Natl Adv, Seattle, vp & dir radio-tv
Benton & Bowles, NY, acct exec
Maxon. Chi. exec
Bourjois. Barbara Could Div. NY, sis mgr
CBS Radio. NY. mgr sis devel
KlX Oakland. Cal, gen mgr
Campbcll-Mithun. Mpls. acct exec
Ctyer, NY, hd of film dept
Kenyon & Eckhardt, NY, acct supvr
Abbott Kimball. NY. pres
Leo Burnett. NY, hd radio-tv oper
Carter Prods, NY, brand mgr Arrid, Nair
Stockton. West, Burkhart, Cinci, acct exec
Ohio Oil
Knox Reeves. Mpls. copy staff
Farm journal, spec in appliance accts
Free Sewing Machine, LA
Leo Burnett, NY, acct exec
Weiss & Celler, NY, sp & timebuyer
Leo Burnett, NY, acct supvr
Buchanan & Co. NY. acct exec
Weiss & Celler, Chi, acct exec
Earlc Ludgin, Chi, exec
Buchanan & Co. NY, art dir
Bryan Houston, NY, media
NEW AFFILIATION
|ohn W. Shaw Chi. acct exec
Needham, Louis & Brorby, Chi acct exec
Compton, NY, vp
Same, assoc acct exec Assn Amer RR
Compton, NY, acct exec Chevrolet dealers
Same, vp & acct supvr
Bozcll & Jacobs, Houston, sr acct exec, radio-t
Bryan Houston. NY, acct exec
Needham. Louis & Brorby. Chi, acct exec
Bozcll & Jacobs, Houston, sr acct exec & r-tv
Same, pres
Campbell-Mithun, Mpls. acct exec
Needham. Louis Cr Brorby. Chi. vp & acct
Bryan Houston. NY. acct exec
j. Walter Thompson. Detroit, exec
Cal Serv Agency. Berkeley, mgr
Calkins & Holden. Mpls mgr
McCann-Enckson. NY, tv comml staff
Same, vp
Foote. Cone & Belding. NY, vp 6 acct exec
Same, vp
Weiss & Celler, Chi, acct exec
Compton, NY, acct exec Socony-Vacuum
Bruce B. Brewer, Mpls. copy staff
Hicks & Creist. NY. acct exec
Strombcrgcr, LaVcne, McKenzic LA. acct exec
Same, acct supvr & vp
Same, vp
Same, vp
Same, vp
Needham. Louis & Brorby Chi. acct exec
Needham. Louis & Brorby. Chi vp & member pit
bd
Same, vp & creative art hd
Needham. Louis & Brorby. Chi. asst media dir
Sponsor Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
P. E. Allan
Wells R. Chapin
Charles Dentinger
lames M. Farrcll
Richard F. Coebel
S. W. Cioss
Drucilla Handy
Robert E. Lauterbach
Michael Kory
James T. Maher
Robert McDonald
Ira Morais
Milton C. Mumfoid
Richard D. Waters
William W. Wcxler
Tide Water Assoc Oil, SF, vp in chg mktg
CE, St. L, bdest sis mgr
Wildroot. Buffalo, ad staff
Crosley Radio 6 Tv. Cinci. Eastern rcg sis mgr
Nestle Co, White Plains, NY, ad dept
Emerson Radio & Phono, NY, vp in chg sis
Theo Sills Cr Co. Chi. acct exec
CE St. L, bdest dist sis mgr
Emerson Radio & Phono, NY, admin dir sis
C&W, NY, publicity for Texaco
Erwin, Wasey. NY, acct exec
RKO Theatres, NY, spec publicity
Marshall Field. Chi, vp
Vick Chcm, NY, asst gen mgr & vp Vicks Prod Div
Murray Mfg, Bklyn, dir mkt res
Same, admin vp for mktg
CE, NY, dist sis mgr
Same, media dir of ad dept
Same, field sis mgr
Same, ad mgr chg media
Same, vp & asst to pres
Helene Curtis, Chi. pr & educ dir toiletries div
Same, dir sis
Same, dir sis
Texas Co, NY, gen staff asst in pub rel
Paper-Mate Pens, Culver City, Cal. asst to ad rr
Lewyt Corp, NY, natl publicity mgr
Lever Bros. NY. vp
Same, vp Vick Chem Corp
Raytheon Mfg, Waltham, Mass, ad & sis prom r»
si a tiott Changes (reps, network affiliation, power increases)
CFPA-TV, Toronto, new Can rep, All-Canada Tv
CHED, Edmonton, Can, new US rep, Forjoe
CIMS. Montreal, new US rep, Forjoe
CKDA, Victoria, BC, new Can rep, Natl Bdest Sis
KBMT, Beaumont. Tex. new natl rep, Forjoe
KCRI. Cedar Rapids, la, new natl rep, Cill-Pcrna
KDYL-TV. Salt Lake City, new call letters. KTVT
KCBX. Springfield, Mo, new natl rep, Venard. Rintoul &
McConncll
KIMN. Denver, new natl rep, Avery-Knodel
KOWH. Omaha, new natl rep, H-R Reps
KPOL, LA, new sis prom serv. Robert S. Keller
KTXN. Austin, Tex, new natl ren. Richard O'Connell
KULA, Honolulu, new natl rep, Headley-Rccd
KVOE. Santa Ana, Cal. new call letters. KWIZ
KXLY-AM-TV, Spokane, new natl rep. Avery-Knodel
WAAB. Worcester, Mass. new natl rep, Forioe
WABT, Birmingham, Ala., new natl rep. Blair Tv
WAPI. Birmingham. Ala. new natl rep. John Blair
WCUY & WCUY-FM, Bangor, Me. bought by Sherwood
Tarlow
WITV. Ft. Lauderdale. Fla. new natl rep. Boiling
WJAS. Pittsburgh, new natl rep. H-R
WNOW-TV, York, Pa. new natl rep. Forjo* Tv
WOIC. Columbia. SC. new natl rep. Forjoe
WOL AM&FM. Wash, new natl rep, Cill-Perna
WSAI. Cinci. new natl rep. Weed
WSMB, New Orleans, new natl rep. Avery-Knodel
WSYR, Syracuse, new natl rep. Christal
WTSK-TV. Knoxville. Tenn. bought by South Central Bdct
Evansvillc. III.
WTVD. Durham. NC. new natl rep, Hcadlcy-Recd Tv
WTVP. Decatur. III. new natl rep. Boiling Co
WUSN Charleston. SC. new natl rep. H-R
WUSN-TV. Charleston. SC. new natl rep. H-R Tv
\umbers after names
refer to N eu and Re-
ategory
i. DePue Jr. (3)
li . // . II exler I I)
R. F. Goebel I 1 1
Drucilla Handy I l>
- / Bryant > I >
Millon I.. I.i v (3)
R I/. Scanloi
I ■ .
Mux Tendrit h
\i ' ell (4)
20
You must face the
fACTS!
I hanks to the annual "Iowa Radio-Television Audience
Survey" conducted for the past sixteen years by
famed Dr. Forest L. Whan, you can know more about
the listening-viewing facilities, habits and trends in this State
than in any other area in the Nation.
Projecting all recent figures, you'll find that WHO-TV
offers you ready access to 227,000 television sets in Central
Iowa — an area that includes an urban population of 566,300,
a rural population of 545,100. These 1,111,400 people
have an effective buying income of over 1.7 billion dollars.
WHO-TV is, we believe, the first station ever to go on
the air with programming from 6 a.m. to 12 midnight —
with the finest NBC-TV network programs . . .
the best local programs, plus one of the Nation's
largest local-talent staffs. Ask Free & Peters!
WHO-TV
WHO-TV
WHO-TV
J^lWHO-TV
~*> WHO-TV
" . . WHO-TV
* WHO-TV
% WHO-TV
, WHO -TV
WHO-TV
WHO-TV
j WHO -TV
WHO-TV
WHO-TV
'WHO-TV*
V*HOT
.VHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
WHO-1
iWHO-1
WHO-TV
WHO-TV
Channel 13 * Des Moines • nbc
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Free & Peters, Inc.
Satioiicil Representatives
9 AUGUST 1954
21
Since it started 18 months ago wbbm-tv
has grown so fast it may seem as though
we're playing tricks with figures.
But really the only magic is showmanship—
wbbm-tv's Showmanship— the kind that's
mirrored in:
high ratings ... a weeklong average rating
197° higher today than its nearest competitor's
... 12% higher than in February '53.
quarter hour wins ... 166 top-rated quarter-
hours ... 54 more than the next station today
... 73 more than February '53.
top programs... 7 out of the top 10 shows
nighttime, 5 out of 10 daytime. (Eighteen
months ago it was 5 nighttime and none in
the daytime.)
Do you, too, want to look big in Chicago?
Then, no fooling, the place for you is . . .
Chicago's Showmanship Television Station
WBBM-TV
CBS Television's Key Station in Chicago
Soorces on request.
f
LAST YEAR....
Montreal housewives
spent nearly
$500,000,000.00
on groceries
CFCF
66% of Montreal
homes have radio sets
in the kitchen. Radio
sells groceries!
MONTREAL
IN U,S -WEED
IN CANADA-ALL CANADA
I
CM
Herbert Leeds
Advertising Manager
Exquisite Form Brassieres, New York
"A bra on a live girl is worth two <>n a dummy," Herbert Lecd-.
ad manager for Exquisite Form Brassieres, told SPONSOR. The com-
pany will tr\ out its theory on tv this fall.
Exquisite will sponsor Stop the Music (ABC TV; alternate Tues-
days 10:30-11 :00p.m.) over 07 station- starting 7 September for
20 weeks. Agency is Grey.
"We wouldn't consider going on tv until we were able to clear
slon boards for our film commercials with network continuity a< -
reptanee," Leeds added. "Of course, we've always felt it anomalous
that actresses, singers and dancers wearing scanty or low-cut cos-
tumes have been permitted to be deliberately suggestive, whili
strained, whollv decorous presentations of bras which completer)
cover the bosom have been banned.
How will the live model- exhibit Exquisite Form bras?
The film commercials are better guarded than pictures of Ike
practice-putting. But Leeds is sure Exquisite Form has mane
"to blend good brassiere displaying and demonstration of brassier)
sales features in the presence of the entire familj with good taste. 1
To complete it- coverage Exquisite Form bras will also sponsor a
weekl) 15-minute segment of the radio version of Stop the Music,
i CBS, Tuesda) 8:00-9:30 p.m.) over 125 st 
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